What drives ambush marketer misidentification?
Elisabeth Wolfsteiner; Reinhard Grohs; Udo Wagner
| Year of publication: |
2015
|
|---|---|
| Authors: | Wolfsteiner, Elisabeth ; Grohs, Reinhard ; Wagner, Udo |
| Published in: |
Journal of sport management : the official journal of the North American Society of Sport Management. - Champaign, Ill. : Human Kinetics Publ., ISSN 0888-4773, ZDB-ID 1052907-X. - Vol. 29.2015, 2, p. 137-154
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| Subject: | ambush marketer misidentification | ambush marketing strategies | ambusher/sponsor fit with the event | ambusher/sponsor prominence | event involvement | ambush marketing knowledge | Guerilla-Marketing | Guerilla marketing | Marketingmanagement | Marketing management | Großveranstaltung | Big event | Sportmarketing | Sports marketing | Sportveranstaltung | Sport event |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010526501