@inbook {1969086,
	title = {Marketing through Sports Entertainment: A Functional Approach},
	year = {2004},
	month = {2004},
	pages = {309-322},
	address = {Mahwah, NJ},
	keywords = {Marketing},
	author = {Jones,Scott A. and Bee,Colleen and Burton,Rick and Kahle,Lynn}
}