P-ISSN 1534-973X
E-ISSN 2329-9762
Vol. 25, Issue 2, 2015January 01, 2015 CDT
Segmenting Sporting Event Audiences for Increased Sponsorship Effectiveness
Segmenting Sporting Event Audiences for Increased Sponsorship Effectiveness
DENNIS A. PITTA, VELITCHKA D. KALTCHEVA, ANTHONY D. PATINO, RICHARD C. LEVENTHAL,
PITTA, D. A., KALTCHEVA, V. D., PATINO, A. D., & LEVENTHAL, R. C. (2015). Segmenting sporting event audiences for increased sponsorship effectiveness. Marketing Management Journal, 25(2), 134–143. https://doi.org/10.63963/001c.151101