Defending the Co-Branding Benefits of Sponsorship B2B Partnerships: The Case of Ambush Marketing
Francis Farrelly, Pascale Quester and Stephen Greyser
This global study analyzes ambush marketing from the perspective of the sponsor and sport entity as partners in a business-to-business relationship.
Defending the Co-Branding Benefits of Sponsorship B2B Partnerships: The Case of Ambush Marketing
Francis Farrelly
Monash University
Pascale Quester
University of Adelaide
Stephen A. Greyser
Harvard University
As The 2006 Winter Olympics fast approach, and as...
