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AMBUSH MARKETING-CATCHPHRASE OF TODAY'S COMPETITIVE SCENARIO Introduction
2017
International Research Journal of Management and Commerce (IRJMC)
unpublished
Due to increased competition and media fragmentation, today companies are looking for alternate media by which they are able to differentiate their offerings. One such medium is sponsorships. Ambush marketing in not a new practice but it emerged after the growth in sports activities all over the world. Increased competition and media disintegration has lead to companies searching for alternative media by which they are able to differentiate their offerings. It is an attack not from the hidden
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