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Ambush marketing in sports [electronic resource] : theory and practice / Gerd Nufer.
- 作者： Nufer, Gerd.
- 其他題名：
- Routledge sports marketing
- 出版： Abingdon, Oxon : Routledge c2013.
- 叢書名： Routledge sports marketing
- 主題： Sports--Marketing. , Corporate sponsorship. , Electronic books
- ISBN： 9780203371282 (e-book : PDF)
- URL：
電子書
- 書目註：Includes bibliographical references and index.
-
讀者標籤：
- 系統號： 005224655 | 機讀編目格式
館藏資訊
內容註
1. Introduction 2. Theoretical foundation of ambush marketing 3. Ambush marketing in practice 4. Structuring the strategies and manifestations of ambush marketing 5. Consequences of ambush marketing 6. Interdisciplinary evaluation of ambush marketing 7. Prevention of ambush marketing 8. Empirical research on the impact of ambush marketing 9. Critical assessment of ambush marketing 10. Final observations.
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