Subaru and Jaguar provide outstanding examples of what can be achieved when brand development and relationship marketing are combined to create a world class brand. Subaru achieved victory in the World Rally Championship. Jaguar are now an important new player in Grand Prix racing. This book tells the inside stories behind these campaigns and brand building strategies, and will be of interest as compelling case studies of sports sponsorship and brand development.
The international financial value of Grand Prix racing has grown substantially in recent years. This book will focus upon the massive size, value, importance and impact of the industry. It will also investigate the dominance of UK based Research and Development and design and the development of team strategy and tactics. The authors have based their analysis upon very up-to-date research involving interviews with key individuals at the highest level and visibility within the industry and focus upon the key management themes of teamworking, leadership, strategy and innovation.
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