The evolution of media reporting of ambush marketing / Nicholas Burton, Kevin Snyder, Steve McKelvey

Snyder, Kevin | McKelvey, Steve | Burton, Nicholas

The term ambush marketing first emerged during the 1984 Los Angeles Summer Olympic Games. This study examines the evolution of print media coverage of the practice of ambush marketing. In examining how media reports have framed the marketing issues of non-sponsors, the study contributes to the academic literature by demonstrating an evolution in the way the term ambush marketing is understood, and how the practice has become more accepted.

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