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Social and Behavioral Sciences Commons™
Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 5 of 5
Full-Text Articles in Social and Behavioral Sciences
Publisher's Welcome, Colby B. Jubenville
Publisher's Welcome, Colby B. Jubenville
Journal of Applied Sport Management
No abstract provided.
Editor's Overview, Benjamin D. Goss
Editor's Overview, Benjamin D. Goss
Journal of Applied Sport Management
No abstract provided.
A Nation Of Wimps By Hara Estroff Marano (Book Excerpt), Dan Delulis
A Nation Of Wimps By Hara Estroff Marano (Book Excerpt), Dan Delulis
Journal of Applied Sport Management
No abstract provided.
Guest Editorial: The Significance Of A New Peer-Reviewed And Scholarly Journal For The Sport Management Profession, William F. Stier
Guest Editorial: The Significance Of A New Peer-Reviewed And Scholarly Journal For The Sport Management Profession, William F. Stier
Journal of Applied Sport Management
No abstract provided.
Taking The Ballgame Out To The World: An Analysis Of The World Baseball Classic As A Global Branding Promotional Strategy For Major League Baseball, Benjamin D. Goss
Taking The Ballgame Out To The World: An Analysis Of The World Baseball Classic As A Global Branding Promotional Strategy For Major League Baseball, Benjamin D. Goss
Journal of Applied Sport Management
This paper analyzes the 2006 World Baseball Classic as a promotional strategy by Major League Baseball to further its global branding pursuits. The WBC is qualified as a global sport event that is a marketing function of MLB in its efforts to emerge as an international brand; elements of the WBC are examined in the context of a global brand strategy. WBC promotional execution elements are studied in light of dimensions upon which consumers evaluate global brands. Four customer segments targeted through the WBC are characterized before the paper examines future WBC marketing approaches in the context of cultural production.