Ambush Marketing Is Dead, Long Live Ambush Marketing
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DOI: 10.2501/jar-2017-014
Abstract: ABSTRACT Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering… read more here.
Keywords: marketing dead; ambush marketing; long live; marketing ... See more keywords