FiT Publishing

The purpose of this study was to assess the marketing communication activations of a professional tennis tournament. Results indicate that respondents were satisfied with the marketing communications activations chosen by managers and marketers of the event. For example, most spectators (77%) learned of the event from television, which was their preferred media for becoming aware of the tournament. In addition, most spectators (94.6%) believed that it was good for companies, and specifically those based in Houston or Texas, to sponsor the tournament. The spectators also indicated that such...Read more

n a relatively short period of time, The Flying Pig Marathon has developed a reputation as a ...Read more

During the past decade, the outsourcing of marketing operations has become a common practice in American college athletics. While the reasons that an intercollegiate athletics program might choose to outsource its marketing operations are numerous, the decision to do so really depends on various circumstances. This study was designed to reveal both the advantages and disadvantages of outsourcing and the circumstantial factors affecting athletic administrators's outsourcing decisions. Also, three real cases were presented and examined to substantiate motives as well as the importance of...Read more

The Internet has developed faster than any other form of electronic technology or communication. As a result, businesses strive to improve their Internet presence and evaluate their website communication. The majority of Internet marketing research has focused on the content analysis using traditional marketing mix elements: product, price, promotion, and place. The present study advocates a more consumer-oriented approach to Internet marketing that allows sport organizations to coordinate venue-based consumer experience with virtual content provided on Internet websites to capitalize on...Read more

The youth market is a highly coveted consumer segment that is difficult to both reach and influence. The current youth market has been called the Echo Boom Generation, but it is most commonly known as Generation Y. This generation of Americans consists of individuals born between 1982 and 2003 (Howe & Strauss, 2000). Generation Y makes up almost 25% of the United States population, while Generation Y’s predecessor, Generation X, makes up only 16% of the population. Individuals born between 1946 and 1964 comprise the Baby Boom Generation, which currently makes up a larger percentage (28...Read more

The youth market is a highly coveted consumer segment that is difficult to both reach and influence. The current youth market has been called the Echo Boom Generation, but it is most commonly known as Generation Y. This generation of Americans consists of individuals born between 1982 and 2003 (Howe & Strauss, 2000). Generation Y makes up almost 25% of the United States population, while Generation Y’s predecessor, Generation X, makes up only 16% of the population. Individuals born between 1946 and 1964 comprise the Baby Boom Generation, which currently makes up a larger percentage (28...Read more