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Crisis Management
Schaaf, Phil. Sports Marketing: It's Not Just A Game Anymore. Amherst, New York: Prometheus Books, 1995.
The Success of Basketball
Gray, Philip K., and Stephen F. Gray. "Testing Market Efficiency: Evidence from the NFL Sports Betting Market." Journal of Finance 52.4 (1997).
The Markets and Football
Stotlar, David K. Successful Sport Marketing. Madison, WI: WCB Brown & Benchmark, 1993.
Ambush Marketing
Townleys Sports Lawyers. Ambush/Parasitic Marketing and Sport. London: Professional Direction Ltd., 1992.
Ambush Marketing
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