A FALSE START? ARE OLYMPIC ORGANISERS AND OFFICIAL SPONSORS SHOOTING THEMSELVES IN THE FOOT. AN INVESTIGATION INTO AMBUSH MARKETING REMEDIES

Andrew, Pinder (2012) A FALSE START? ARE OLYMPIC ORGANISERS AND OFFICIAL SPONSORS SHOOTING THEMSELVES IN THE FOOT. AN INVESTIGATION INTO AMBUSH MARKETING REMEDIES. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

Ambush marketing has developed over the past 20 years and it appears that official sponsors are finally getting to grips with this practice. 3 main remedies have developed and have been proved to be very effective in combating ambushers. This investigation the effect such remedies had on the companies practising these remedies, and found that these remedies may have a detrimental affect on official sponsors.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 08 Apr 2013 12:48
Last Modified: 24 Oct 2016 20:29
URI: http://eprints.nottingham.ac.uk/id/eprint/25891

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