In Search of a New Defender: The Threat of Ambush Marketing in the Global Sport Arena

• 1 March 1999
• journal article
• research article
• Published by Emerald Publishing in International Journal of Sports Marketing and Sponsorship
• Vol. 1  (1) , 56-67
• https://doi.org/10.1108/ijsms-01-01-1999-b006

Abstract

Keywords

• AMBUSH MARKETING
• ACTIVATION PROGRAMS
• SPONSORSHIP LEVERAGING