Le pseudo-parrainage : une autre façon de faire du parrainage ?

Abstract : Ambush marketing now represents an alternative to sponsorship especially when sponsorship becomes either inaccessible and/or can be-bypassed. After defining ambush marketing, we will emphasize the strategies used by the ambusher, and also the alternatives offered to the official sponsor and the event-organiser. Finally, the future of ambush marketing will be discussed.
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https://hal.archives-ouvertes.fr/hal-02351260
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Submitted on : Wednesday, November 6, 2019 - 12:40:56 PM
Last modification on : Thursday, November 7, 2019 - 1:26:32 AM

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  • HAL Id : hal-02351260, version 1

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Stephan Fuchs. Le pseudo-parrainage : une autre façon de faire du parrainage ?. Décisions Marketing, Association Française du Marketing, 2003, 30, pp.31-39. ⟨hal-02351260⟩

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