Coca-Cola China's Virtual Olympic Torch Relay programme at the 2008 Beijing Olympic Games: Adding interactivity to a traditional offline Olympic activation

International Journal of Sports Marketing and Sponsorship

Volumn 9, Issue 4, 2008, Pages 246-255

  Choi, J Andrew ^a  

^a UNIVERSITY OF SAN FRANCISCO   (United States)

Author keywords

Beijing; Coca Cola; Interactive marketing; Olympics; Sponsorship

Indexed keywords

EID: 70349161677     PISSN: 14646668     EISSN: None     Source Type: Journal    
DOI: 10.1108/ijsms-09-04-2008-b004     Document Type: Article

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