Ambush marketing landscape in India Innovative practice or parasitic marketing?

By:

SHETTY, A SHIVAKANTH

Material type:

Mixed materialsPublication details: 2013Description: 4-12Subject(s):

MARKETING

NLM classification:

658.8

In: INDIAN JOURNAL OF MARKETINGMSummary: This paper analyses the origin and evolution of ambush marketing in India, and evaluates the series of activities considered to be as the act of 'Ambush Marketing'. This paper also compares the global and Indian scenarios in the incidents and practices of ambush marketing and the available legal frameworks to counter this phenomenon. Finally the paper offers suggestions for the marketers to defend themselves against the acts of ambush marketing within the perimeters of the legal landscapein India. In order to study and analyze the empirical evidences of ambush marketing from the period of 1984 to 2012.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		42/9	Available		P14683

This paper analyses the origin and evolution of ambush marketing in India, and evaluates the series of activities considered to be as the act of 'Ambush Marketing'. This paper also compares the global and Indian scenarios in the incidents and practices of ambush marketing and the available legal frameworks to counter this phenomenon. Finally the paper offers suggestions for the marketers to defend themselves against the acts of ambush marketing within the perimeters of the legal landscapein India. In order to study and analyze the empirical evidences of ambush marketing from the period of 1984 to 2012.

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