AMBUSH MARKETING - A THREAT TO CORPORATE SPONSORSHIP

Authors
MEENAGHAN T
Citation
T. Meenaghan, AMBUSH MARKETING - A THREAT TO CORPORATE SPONSORSHIP, Sloan management review, 38(1), 1996, pp. 103
Citations number
69
Categorie Soggetti
Management,Business
Journal title
Sloan management review → ACNP
ISSN journal
0019848X
Volume
38
Issue
1
Year of publication
1996
Database
ISI
SICI code
0019-848X(1996)38:1<103:AM-ATT>2.0.ZU;2-O
Abstract
As the corporate sponsorship of sports events has grown, so too has th e practice of ambush marketing. Is the practice legal and ethical? How can a legitimate sponsor counteract the effects of an ambusher?