“Ambush marketing,” a term coined by Jerry Wexler, manager of global marketing efforts for American Express in the 1980s, refers to the marketing activities of companies that manage to associate themselves, or their products or services, with high-profile events without paying to become an “official sponsor.”
Ambush Marketing: Here to Stay?
Ambush marketing," a term coined by Jerry Wexler, manager of global marketing efforts for American Express in the 1980s, refers to the marketing activities of companies that manage to associate themselves, or their products or services, with high-profile events without paying to become an "official sponsor.
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Michael A. LisiThis premium content is locked for The Intellectual Property Strategist subscribers only
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