@article{HerzogNufer2014,
  author    = {Bodo Herzog and Gerd Nufer},
  title     = {Analyzing the effectiveness of ambush marketing with google search data},
  journal   = {Advances in management \& applied economics},
  volume    = {4},
  number    = {4},
  pages     = {43 -- 58},
  url       = {http://www.scienpress.com/Upload/AMAE/Vol\%204\_4\_5.pdf},
  year        = {2014},
}