Articles in this issue:

• Advertising Theory Applied to the Intramural/Recreation Sports Environment

  Bradley S. O'Hara

  W. James Weese

  The authors describe the Advertising Management Process, a framework to better communicate product and service offerings to target groups. This five-step process, which includes research, campaign planning, creative development, media planning, and implementation and evaluation of results, is a reliable method that has been used extensively by marketers and can be easily integrated into the service domain of intramural/recreational sports.Read more

• SMQ Book Review 3-1

  Richard Irwin

  Ed.D.

  The Sports Marketing Guide Terrence R. Wascovich PointsAhead Sports MarketingRead more

• SMQ Research Highlights 3-1

  Tracy L. Schoenadel

  Is it strike three for CBS? Is there no business like shoe business?Read more

• Marketing Techniques Used by NBA Franchises to Promote Home Game Attendance

  L. Marlene Mawson

  Edward E. Coan

  The Marketing Directors of 22 National Basketball Association franchises responded to the Marketing Techniques Questionnaire, which contained 22 statements pertaining to marketing techniques used to promote attendance at home games. The priority of the techniques used was determined by ranking the means from a 5-point Likert response scale used for each item. The NBA franchises were divided for analysis into high- and low- attendance groups on the basis of seasonal percent capacity attendance. Significant differences between the high and low-attendance groups for each item were determined...Read more

• MQ PROfile 3-1

  SMQ Editor

  Susan O'Malley Washington Bullets Mount St. Mary's CollegeRead more

• Delivering Quality Service in Professional Sport

  David Shilbury

  M.S.

  The purpose of this paper is to examine the critical services marketing issues that arise during that presentation of professional sport. This paper will explore the relationship of the product (in this case a game of professional basketball) and the management of the facility from a marketing and operational perspective. The simultaneous production and consumption of spectator sport has implications for the way in which game night is managed, both by faculty managers and sport marketing personnel from participating clubs. The convergence of the marketing and operations function is...Read more

• Demographic Characteristics of Racetrack Patrons

  Jennifer R. Randl

  Jacquelyn Cuneen

  This study ascertained demographic characteristics of thoroughbred racing patrons and describes patrons' differences in perceptions of track conduct by attendance frequency, household income, gender, and ethnicity. An instrument was developed based on ...Read more

• Industry Segmentation Theory and the Sport Industry: Developing a Sport Industry Segement Model

  Brenda G. Pitts

  Lawrence W. Fielding

  Lori K. Miller

  The purpose of this study was to apply industry segmentation theory to the sport industry and to develop a sport industry segment model. Porter's (1985) theory of industry segmentation was applied. Traditional and contemporary definitions of sport products were used. The results produced three sport industry segments: sport performance, sport production, and sport promotion. In addition, product variety categories and buyer types were identified in each segment.Read more