Search Results - subject:"guerilla"

The impact of name and shame disclosure strategies on sponsor and ambusher brand attitude

Wolfsteiner, Elisabeth; Grohs, Reinhard; Reisinger, Heribert - In: Journal of business research : JBR 124 (2021), pp. 770-779

Persistent link: https://www.econbiz.de/10012494019

Athletes as ambush marketers? : an examination of Rule 40 and athletes' social media use during the 2016 Rio Olympic Games

Geurin, Andrea N.; McNary, Erin L. - In: European Sport management quarterly : ESMQ 21 (2021) 1, pp. 116-133

Persistent link: https://www.econbiz.de/10012423417

The role of criminal law politics against ambush marketing behavior in the implementation of ASEAN community

Yuhelson, Yuhelson - In: European research studies 20 (2017) 3A, pp. 673-690

Persistent link: https://www.econbiz.de/10012219089

The Startup Players Handbook : A Roadmap to Building SaaS and Software Companies

Edge, Charles; Pearson, Chip; Pearson, Amy Larson - 2023

Chapter 1: The Mission -- Chapter 2: The Philosophy -- Chapter 3: Founding the Company -- Chapter 4: The Product -- Chapter 5: Leadership -- Chapter 6: Management -- Chapter 7: The Humans -- Chapter 8: The Technology -- Chapter 9: Accounting and Finance -- Chapter 10: Sales -- Chapter 11:...

Persistent link: https://www.econbiz.de/10014277671

Guerilla Innovationsmanagement : Was Innovationsmanager von Guerilla Marketing lernen können

Bath, Johanna; Drost, Yorck-Richard; Klein, Hansjörg - 2023

Innovationsmanagement -- Guerilla Marketing -- Kombination der Methoden.-Ziele -- Implementierung -- Limitierungen …, ist das Guerilla Marketing. Was können Innovations-, Forschungs- und Projektleiter aus dem Methodenbaukasten lernen? Wie … Innovationsmanagements Guerilla Marketing Guerilla Innovationsmanagement Die Zielgruppen Projektleiter im Bereich Transformation, Innovation …

Persistent link: https://www.econbiz.de/10014306632

Unusual location and unexpected execution in advertising : a content analysis and test of effectiveness in ambient advertisements

Hutter, Katharina - 2014

Ambient advertising is a creative, innovative form of outdoor advertising that explicitly intends to surprise consumers by placing unexpected advertisements at unusual locations. The rising relevance of ambient advertising is not mirrored in marketing literature yet. No study has empirically...

Persistent link: https://www.econbiz.de/10010380697

Pop-up Retailing : Managerial and Strategic Perspectives

Warnaby, Gary; Shi, Charlotte - 2018

This SpringerBrief offers an academic perspective on the trend of ‘pop-up’ retailing. It analyzes this temporary retail-oriented setting designed to foster a direct customer-brand interaction for a limited period, often with an explicitly promotional or communicative purpose. Adopting a...

Persistent link: https://www.econbiz.de/10012398069

Pop-up Retailing : Managerial and Strategic Perspectives

Warnaby, Gary; Shi, Charlotte - 2018

Persistent link: https://www.econbiz.de/10014013697

Sports sponsorship and the risks of ambush marketing : the moderating role of corporate reputation in the effects of disclosure of ambush marketers on attitudes and beliefs towards...

Yun, Lira; Kim, Kihan; Cheong, Yunjae - In: International journal of advertising : the review of … 39 (2020) 7, pp. 921-942

Persistent link: https://www.econbiz.de/10012395587

Ambush Marketing : A Threat for Sponsors

Jain, Sankalp - 2016

Ambush marketing is a means of getting the maximum bang for the buck while stealing some of a rival's thunder. As the costs of becoming official sponsors of a major sports event have mushroomed in recent years, sponsors increasingly have to deal with what has become known as ambush marketing....

Persistent link: https://www.econbiz.de/10012987938