BerryL. (1995), “Relationship marketing of services; growing interest, emerging perspectives”. Journal of the Academy of Marketing Science, Vol. 23 (4), 236–246.
2.
Calderon, ZayraF. (January 2002). Personal communication.
3.
DwyerF.R. (1989), "Customer lifetime valuation to support marketing decision-making". Journal of Direct Marketing, Vol. 3, 8–15.
4.
CronroosC. (1994), "From marketing mix to relationship marketing; towards a paradigm shift in marketing". Management Decisions, Vol. 32 (2), 4–20.
KingBill, (February 11-17, 2002), "Haas-Carter, Daytona search for Kmart replacement". Sports Business Journal, Vol. 4 (43), 3.
7.
LachowetzTony, McDonaldMark, SuttonWilliam A. & ClarkJohn (2001), "The National Basketball Association: Application of Customer Lifetime Value". Sport Marketing Quarterly, vol.10 (2), 181–184.
8.
McKennaR. (1991), "Relationship marketing: Successful strategies for the age of the consumer". Reading, MA: Addison-Wesley, 4.
9.
MeenaghanT. (1991), "Sponsorship - Legitimizing the medium". European Journal of Advertising, Vol. 25 (11), 5–10.
10.
Mullin, BernardJ., Hardy, Stephen & Sutton, WilliamA. (2000), "Sport Marketing" (second edition). Champaign, IL: Human Kinetics.
11.
MusanteMichael, MilneGeorge R. & McDonaldMark A. (1998), "Sport Sponsorship: Evaluating the Sport and Brand mage Match". International Journal of Sports Marketing & Sponsorship, Vol. 1 (1), 32–47.
12.
OnealM., FinchP., HamiltonJ. & HammondsK. (1987), "Nothing sells like sports". Business Week, 48–53.
13.
ShaniD. & ChalasaniS. (1992), "Exploiting niches using relationship marketing". The Journal of Consumer Marketing, Vol. 9 (3), 33–43.
SuttonWilliam A., LachowetzTony & ClarkJohn (2000), "Eduselling: The Role of Customer Education In Selling to Corporate Clients in the Sport Industry". International Journal of Sports Marketing and Sponsorship, Vol. 2 (2), 145–158.
