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Ambush marketing : the 2010 FIFA World Cup South Africa / Marc Mazodier.

By: Material type: TextSeries: Publisher: London : SAGE Publications Ltd, 2012Description: 1 online resource : illustrationsContent type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781526446022 (ebook) :
Subject(s): DDC classification:
  • 338.47796
Online resources: The case describes ambush marketing strategies of multinational firms during the 2010 world cup in South Africa and how these companies managed to associate their brands with the world cup without paying for the privilege.
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Originally published in Mazodier, M. (2012). Ambush marketing: The 2010 FIFA world cup South Africa. In N. Ferdinand & P. J. Kitchin (Eds.), Events management: An international approach (pp. 225-228) London, UK: SAGE Publications Ltd. ISBN: 9780857022400.

The case describes ambush marketing strategies of multinational firms during the 2010 world cup in South Africa and how these companies managed to associate their brands with the world cup without paying for the privilege.

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