The Impact Of Marketing Strategy Of Ambush Marketing On Major Event Sponsorship And National Development

Marketing and its numerous activities is known to be the major driver of the economic development of a nation. Therefore, for a vibrant economy to be in place, vibrant marketing activities must precede and also sustain it. The marketplace nevertheless has been compared to a battlefield/warfront where competitors/contenders devise strategies to outsmart (if not overrun) the rest and remain dominant. This paper examines one of the new marketing strategies (Ambush Marketing) devised by marketers to ensure they remain strongly competitive in the marketplace. The study discovered that the strategy attracts a lot of legal attention as it offends major event organizers and sponsors alike. It is therefore recommended that a middle-of-the-road approach be adopted between the event organizers and sponsors on one hand and the ambush marketers on the other.

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