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Negative Kommunikationseffekte von Sponsoring und Ambush-Marketing bei Sportgroßveranstaltungen

Negative Kommunikationseffekte von Sponsoring und Ambush-Marketing bei Sportgroßveranstaltungen

Manuela Sachse

78,72 €
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Editorial:
Springer Nature B.V.
Año de edición:
2010
Materia
Ventas y marketing
ISBN:
9783834922397
78,72 €
IVA incluido
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Sobre IBD

Zahlreiche Unternehmen nutzen Sportsponsoring und Ambush-Marketing im Rahmen sportlicher Großereignisse als zentrales Kommunikationstool. Manuela Sachse entwickelt erstmals ein theoretisches Modell zur Erklärung möglicher, aus der Gesamtheit der Werbemaßnahmen der Sponsoren und Ambusher resultierenden negativen Wirkungen beim Konsumenten.

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