Implementation of ambush marketing strategy

Ambush marketing is an attempt by a company to obtain benefits from the popularity and reputation of a particular public event by attracting the attention of the event's visitors, while not investing in event sponsorship. This practice is commonly called 'stealing the effects of someone el...

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Autors principals: Starčević Slađana, Majdarević Aleksandra, Marinković Ema
Format: Artigo
Idioma:Inglês
Publicat: University of Novi Sad - Faculty of Economics, Subotica 2018-01-01
Col·lecció:Anali Ekonomskog fakulteta u Subotici
Matèries:
ambush marketing
sponsorship
public event
marketing strategy
consumer behavior
Accés en línia:https://scindeks-clanci.ceon.rs/data/pdf/0350-2120/2018/0350-21201840049S.pdf
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