| Kim Skildum-Reid，Ambush is a complex and controversial strategy.Making one really deliver is not easy, and neither is defending against one. Kim Skildum-Reid leaves ethics aside and sticks to strategy as she shows you how to choose and mount an ambush th |
| Foreword Acknowledgments About the author About this book Part 1—Ambush basics Sponsorship basics What is ambush? A word about awareness polls Part 2—The case Controversy, from two sides The case against ambush The case for ambush Part 3—Howto ambush Why you need to know how to ambush What makes an ambush work? The world's best ambush Internal preparation Ambush interview worksheet Sell-in （concept） Selection Ambush fit assessment Sell-in （reality） Management Ambush timeline worksheet Leverage Leverage brainstorm list Managing perceptions Part 4—Preventing ambush Wishful thinking Know how to ambush What to worry about and what not to The event's part of the dea Selection Negotiation and contracts Leverage Vulnerability assessment checklist Measure the right things Part 5—What the lawyer says Part 6—The dream Part 7—Appendixes Tools and templates included with this book Ambush workshop agendas Recommended resources |
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