Farrelly, Francis; Quester, Pascale; Smolianov, Peter - In: Corporate Communications: An International Journal 3 (1998) 4, pp. 150-155
Academic research in the area of sports marketing has concentrated on bi‐lateral relationships, such as that linking a sponsor with the recipient of support, or that between the audience and a particular sport. Yet the industry, made of many relationships, involves probably more than the mere...
