TY  - JOUR
T1  - It's Not Whether You Win or Lose, It's How the Game is Played: The Influence of Sports Programming on Advertising
JF  - Journal of Advertising
Y1  - 2012
A1  - Bee,Colleen
A1  - Madrigal,Robert
KW  - Marketing
VL  - 41
CP  - 1
U2  - a
U4  - 12725329921
ID  - 12725329921
ER  -