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Full-Text Articles in Business
Revolutionizing The Market: Electronic Branding Strategies Within Ncaa Fbs Athletic Departments, Coyte G. Cooper, Richard M. Southall, Matthew Cooper
Revolutionizing The Market: Electronic Branding Strategies Within Ncaa Fbs Athletic Departments, Coyte G. Cooper, Richard M. Southall, Matthew Cooper
Association of Marketing Theory and Practice Proceedings 2010
Increasing competition for the discretionary dollar of sport consumers has created an environment where sport organizations are forced to find strategies to differentiate themselves from the competition (Mullin, Hardy, and Sutton, 2007; Ross, 2007). One rapidly growing platform that sport organizations are now utilizing is e-branding. However, segments of the sport industry are in the infancy stages of developing long- standing practices for communication via new technology (de Chernatony & Christoudoulides, 2004). The purpose of this study was to explore the technologies that Division I FBS athletic departments (N = 64) implement to build their brand image with consumers. The …
Implementing The Customer Relationship Paradigm In Sports Marketing, Lynn W. Mcgee
Implementing The Customer Relationship Paradigm In Sports Marketing, Lynn W. Mcgee
Association of Marketing Theory and Practice Proceedings 2010
With the increasing attention to services marketing, the paradigms that guide marketing practitioners are shifting. An emerging approach useful to sports marketing is the study of customer relationships and their role in marketing mix design. This qualitative study examines the process, benefits and costs of implementing the customer relationship paradigm in brand identity development. A new baccalaureate university introduced athletics—and needed a mascot, colors and visual identity. Gronroos’ model of external, internal and interactive marketing guided the process. The results demonstrated the benefits of the approach and identified the need for stronger concepts and measures in this emerging research.
Municipalities And University Athletic Departments: The Collaborative Funding Of Capital Improvement Projects, James W. Satterfield, Tony Franklin, Jennifer Horace, April Flint, Mike Godfrey
Municipalities And University Athletic Departments: The Collaborative Funding Of Capital Improvement Projects, James W. Satterfield, Tony Franklin, Jennifer Horace, April Flint, Mike Godfrey
Association of Marketing Theory and Practice Proceedings 2010
This panel takes three papers and details how municipalities and universities can collaborate, develop, and market policies that subsidize collegiate athletic capital improvement projects and improve both groups. Each paper uses either resource dependency theory or interpretive policy analysis as theoretical frameworks to explore how local governments and universities can add value to their environments, while improving the lives of their constituents. While this kind of community project is not new the difficulties rest in getting people to agree to an additional tax levy. Each paper on this panel communicates the multiple advantages and disadvantages associated with approving and marketing …