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北京奥运隐性营销与奥运知识产权保护 被引量:1

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作者 王宇 朴哲松
出处 《北京体育大学学报》 CSSCI 北大核心 2007年第S1期45-46,共2页 Journal of Beijing Sport University
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  • 1赵红梅,刘正韬.限制体育隐性市场行为之理论与对策研究——法律学的视角且主要以奥运会为例证[J].体育科学,2007,27(2):8-16. 被引量:20
  • 2Ettorre B. Ambush marketing: Heading them off at the pass [ J ]. Management Review, 1993 (3) :53-57.
  • 3Sandier DM, Shani D. Olympic sponsorship vs ambush marketing: Who gets the gold? [ J]. Journal of Advertising Research, 1989 (29) :9-14.
  • 4Sandler DM, Shani D. Sponsorship and the Olympic Games: The consumer perspective [ J ]. Sport Marketing Quarterly, 1993 ( 3 ) : 38- 43.
  • 5McKelvey S. Sans legal restraint, no stopping brash, creative ambush marketing [J ]. Brandweek, 1994 (4) : 18 -20.
  • 6Meenaghan T. Ambush marketing: A threat to corporate sponsorship [ J ]. Sloan Management Review, 1996 ( 38 ) : 103-113.
  • 7Dean Crow, Janet Hock. Ambush Marketing: A Critical Review and Some Practical Advice[ J]. Marketing Bulletin,2003,14 : 1-14.
  • 8Aubrcy Kent,Richard M. CampbeLl,Jr.. An Introduction to Freeloading: Campus-Area Ambush Marketing [ J ]. Sport Marketing Quarterly,2007,16(2) :118-122.
  • 9Michael Payne. Ambush Marketing: The Undeserved Advantage. Psychology & Marketing, 1998,15 (4) :323-331.
  • 10Stephen Townley, Dan Hardngton, Nicholas Couchraan. The Legal and Practical Prevention of Ambush Marketing in Sports[ J]. Psychology & Marketing, 1998,15 (4) : 333 -348.

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