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Ambush Marketing concept, framework with special reference of ICC Cricket world cup 2011

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Abstract:

As a result of the growth of sponsorship the emergent prominence of ambush marketing is increased. The academic study of ambushing has a developed as a contemporary concern of various sports event. Unfortunately, to date no conceptualization of ambush marketing exists, and our understanding of ambushing is grounded in studies conducted two decades ago, which arguably do not adequately represent the evolution of ambushing, and the ensuing concerns and issues raised, over the past twenty years. It is in the aim of addressing these limitations that this study endeavors to expand upon our understanding of ambushing, analyzing the methods and the burning issue of ICC Cricket world cup 2011 sponsorship.

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