oa Journal of Marketing - And then what? : the starting point



At the time of writing, the Socceroos, Australia' national football team had just touched down in South Africa, heralding the start of the World Cup - by far the largest and most ambitious project our young democracy has ever tackled. As you read this, the tournament will be about to start or would have started, taking us into new and challenging territory both from a business, logistics and - in our core audience's case - marketing perspective.


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