TITLE

Don't be ambushed in 2012

AUTHOR(S)
Collett, Pippa; Johnson, Nick
PUB. DATE
February 2006
SOURCE
Brand Strategy;Feb2006, Issue 199, p34
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article discusses the concept of ambush marketing and its implication on 2012 summer Olympics in London, England. In the case of an Olympic games, the ambush marketing takes place when a certain brands which is a not a sponsor are being marketed among the sports fans or spectators and derived commercial benefits from it. The London Olympics serves as an opportunity for businesses to differentiate themselves from their competitors.
ACCESSION #
21102102

 

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