Corporate Sales Activities and the Retention of Sponsors in the National Basketball Association (NBA)

Tony Lachowetz
Mark McDonald
William A. Sutton
Daniel G. Hedrick

Description: Certain professional sport organizations fall short of educating their corporate clients with respect to all of the benefits and attributes of the sport products they offer (e.g., season tickets, sponsorship programs, and luxury suites). In response to this problem, Sutton, Lachowetz, and Clark (2000) developed a ninestep framework,