@inbook {1969081,
	title = {Using the Olympics and FIFA World Cup to Enhance Global Equity: A Case Study of Two Companies in the Payment Services Category},
	year = {2005},
	month = {2005},
	pages = {179-190},
	address = {New York, NY},
	keywords = {Marketing},
	author = {Madrigal,Robert and Bee,Colleen and LaBarge,Monica}
}
