Unmasking the ambushers : conceptual framework and empirical evidence
Year of publication: |
2012
|
---|---|
Authors: | Mazodier, Marc ; Quester, Pascale ; Chandon, Jean-Louis |
Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 46.2012, 1/2, p. 192-214
|
Subject: | Guerilla-Marketing | Guerilla marketing | Sponsoring | Sponsorship | Sportveranstaltung | Sport event | Werbewirkung | Advertising effects |
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