Ambush marketing: Olympic ambush

Tony Meenaghan

With sponsors paying millions of pounds to become officially linked to major sporting events such as the 2012 Olympic Games, the likelihood of ambush marketing is ever present.

Ambush marketing: Olympic ambush

Tony MeenaghanGraduate School of Business, University College Dublin

Social media offers a new channel for ambush marketing at the 2012 Olympic Games in London, and the organisers can do little to prevent it, it seems.

The...

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