Syracuse

Ambush marketing in sports / Gerd Nufer

Nufer, Gerd

Edited by Routledge - 2013

Ambush marketing is a strategy by which a company or organisation uses their marketing communications to associate themselves with an event without being an official sponsor or authorised partner or licensee. It has become a particular concern in the marketing of major sports events, with international sponsorship and branding properties worth many millions of dollars. "Ambush marketing in sports" is the first book to offer comprehensive analysis of the theoretical and practical implications of ambush marketing.

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