ABSTRACT
Ambushing has been defined and redefined, with the result being that one of the best ways to understand ambushing is by examples. Four types of ambushing arise from two dimensions: intent and legality. The resulting types are illustrated with classic and new approaches to ambush marketing. Ambushing at a distance through advertising and protecting against ambushing are discussed. Research findings are brought forward to show how the use of counter-ambushing strategies may result in unexpected outcomes and how generally ambushing may work in counter intuitive ways. Also highlighted is that negative attitudes toward ambushing may be overstated by explicitly asking about them. Experiencing ambushing may be fun, funny or otherwise positive when not discussed as predatory.
