𝔖 Bobbio Scriptorium
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Consumer attitudes towards ambush marketing

✍ Scribed by Dickson, Geoff; Naylor, Michael; Phelps, Sean

Book ID
125834145
Publisher
Elsevier
Year
2015
Tongue
English
Weight
245 KB
Volume
18
Category
Article
ISSN
1441-3523

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Commercial sponsorship has grown significantly as a method of marketing communications; however, the practice of ambush marketing, whereby corporations, often direct competitors of official sponsors, seek low-cost association with major sporting events, is a related development, arguably to the detr