TITLE

PREPARE FOR THE AMBUSH!

AUTHOR(S)
GOMBESKI JR., WILIAM; WRAY, TANYA; BLAIRA, GEOFFREY
PUB. DATE
April 2011
SOURCE
Marketing Health Services;Spring2011, Vol. 31 Issue 2, p24
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The article offers suggestions to health care organizations to help minimize competitive attacks from false and unauthorized competitors during event sponsorships. It notes that most health care organizations sponsor charity and sporting events for several reasons including personal interaction with potential customers, direct marketing and advertising, and opportunity to co-brand with charities while building goodwill. It mentions the threat of direct ambush marketing in event sponsorships such as the illegal use of symbols and logos, claims of sponsorship, and unauthorized merchandise and publications.
ACCESSION #
63635993

 

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