Event sponsorship and ambush marketing: Lessons from the Beijing Olympics

Business Horizons

Volumn 53, Issue 3, 2010, Pages 281-290

  Pitt, Leyland ^a   Parent, Michael ^a   Berthon, Pierre ^b   Steyn, Peter G ^c  

^a SIMON FRASER UNIVERSITY   (Canada)

^b BENTLEY UNIVERSITY   (United States)

^c LULEÅ UNIVERSITY OF TECHNOLOGY   (Sweden)

Author keywords

Ambush marketing; Sponsorship; Sports marketing

Indexed keywords

EID: 77952010220     PISSN: 00076813     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.bushor.2010.01.002     Document Type: Article

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