Marketing DSS architecture for sports sponsorship management

Journal of Database Marketing and Customer Strategy Management

Volumn 19, Issue 4, 2012, Pages 294-299

  Noori, Behrooz ^a  

^a ISLAMIC AZAD UNIVERSITY   (Iran)

Author keywords

Business to business; casebased reasoning; decision support system; sports marketing

Indexed keywords

EID: 84871910060     PISSN: 17412439     EISSN: 17412447     Source Type: Journal    
DOI: 10.1057/dbm.2012.28     Document Type: Article

References (9)

1. Liao, S., Chen, J. and Hsu, T. (2011) Mining customer knowledge for direct selling and marketing. Expert Systems with Applications 38 (5): 6059-6069.
2. Liao, S., Chen, J. and Hsu, T. (2009) Ontologybased data mining approach implemented for sport marketing. Expert Systems with Applications 36 (8): 11045-11056.
3. Shaw, M. J., Subramaniam, C., Tan, G. W. and Welge, M. E. (2001) Knowledge management and data mining for marketing. Decision Support Systems 31(1): 127-137. (Pubitemid 32284757)
4. Shank, M. D. (1999) Sports Marketing: A Strategic Perspective. New Jersey, USA: Prentice-Hall.
5. Shannon, J. R. (1999) Sports marketing: An examination of academic marketing publication. Journal of Services Marketing 13 (6): 517-534.
6. Guerrero, L. G., Tasco, M. G. and Naranjo, P. B. (2008) New sports management software: A needs analysis by a panel of Spanish experts. International Journal of Information Management 28 (4): 235-245.
7. Pitt, L., Parent, M., Berthon, P. and Steyn, P. G. (2010) Event sponsorship and ambush marketing: Lessons from the Beijing Olympics. Business Horizons 53 (3): 281-290.
8. CNBC. (2008) Beijing Olympics: Payoff for sponsors. Retrieved September 15, 2008, http://www.cnbc.com/id/26053259.
9. Aamodt, A. and Plaza, E. (1994) Case-based reasoning: Foundational issues and methodological variations and system approaches. Artificial Intelligence Communications 7 (1): 39-59.