Jensen, Jonathan A.; Wakefield, Lane; Cobbs, Joe B.; … - In: Marketing Intelligence & Planning 34 (2016) 2, pp. 281-298
Purpose – Due in large part to the proprietary nature of costs, there is a dearth of academic literature investigating the factors influencing the costs for sport marketing investments, such as sponsorship. Therefore, the purpose of this paper is to provide an analytical framework for market...