Ambush marketing in sports : theory and practice

1. Introduction 2. Theoretical Foundation of Ambush Marketing 3. Ambush Marketing in Practice 4. Structuring the Strategies and Manifestations of Ambush Marketing 5. Consequences of Ambush Marketing 6. Interdisciplinary Evaluation of Ambush Marketing 7. Prevention of Ambush Marketing 8. Empirical Research on the Impact of Ambush Marketing 9. Critical Assessment of Ambush Marketing 10. Final Observations