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浅议埋伏营销的由来及形式 被引量:2

Introduction to ‘Ambush Marketing’
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机构地区 武汉大学
出处 《市场研究》 2005年第10期43-46,共4页 Marketing Research
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二级参考文献7

  • 1Bjorn Walliser, 2003, An international review of sponsorship research: extension and update, International journal of adverting, Vol.22, pp5-40.
  • 2Dennis M. Sandler & David Shani, 1989, Olympic sponsorship VS ambush marketing: who gets the gold, Journal of marketing research, Aug-Sep, pp9-14.
  • 3M.Hiestand, 1987, Ambush marketing becomes Olympic event, Adweek, 17, November, pp2-4.
  • 4Nora J. Rifon, Sejung Marina Choi, Carrie S. Trimble and Hairong Li, 2004, Congruence effects in sponsorship,Journal of advertising, Vol.33, No.1, Spring, pp29-42.
  • 5Quester and Thompson, 2001, Advertising and promotion leverage on the arts sponsorship effectiveness, Journal of advertising research, January and February, pp33-47.
  • 6Tony Meenaghan, 1996, Ambush marketing-a threat to corporate sponsorship, Sloan management review, Fall,pp104-113.
  • 7杨檬.F1给企业带来了什么[N].环球时报,2004-09-19.

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