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2012 - Legacies for learning
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Ambush marketing and the Games
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Ambush marketing and the Games
Description
The growth in sponsorship over the last two decades has led to intense competition amongst organisations to secure and protect their sponsorship contracts. An associated desire to maximise brand visibility for those companies who have not secured official sponsor rights at the Olympics and Paralympics has led to an equally rapid rise in a phenomenon know as “ambush marketing”, where organisations attempt to promote themselves as official sponsors, when they are not.
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Ambush marketing and the Games(2).docx
(147.67KB)
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Authors
Elesa Zehndorfer
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Copyright JISC and Oxford Brookes University
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These materials are available for copying, use and re-use under the
Creative Commons Attribution-Non-Commercial-Share Alike 2.0 UK: England and Wales Licence
This collection synthesises outputs from the JISC Learner Experiences of e-Learning programme. For more information see
the project webpage.
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2012 - Legacies for learning
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