Articles in this issue:

• Marketing the Auto Race: What Can We Learn From the Spectators

  Frank B. Ashley III

  Charles Song

  In 1988, the Texas World Speedway (TWS), closed its doors because of its inability to draw spectators. After spending over 1 million dollars to upgrade the entire facility, the facility reopened. In meeting with TWS officials it was discovered they had ...Read more

• Applying the Brand Equity Concept to Major League Baseball

  Louis E. Boone

  C.M. Kochunny

  Dianne Wilkins

  The concept of brand equity is widely used in the consumer-goods sector to measure the added value of established brands over their generic equivalents. This paper describes a method of extending the concept to Major League Baseball as a method of evaluating management's cumulative performance in brand-building. Results of the analysis indicate unsatisfactory performance by the owner-managers of most Major Laegue Baseball franchises.Read more

• Meltdown in Marketing Professional Ice Hockey: A Survey Exploring Geographical Differences in Strategy

  Susan Moloney Smith

   ice hockeyleague teamsprofessional team sportNational Hockey League teamsNHLHooliganismmarketing ice hockeyHockey promotionECHLNorthern teamsSunbelt teams ...Read more

• An Application of Market Segmentation in a Sports Marketing Arena: We all can't be Greg Norman

  Sam Fullerton

  H. Robert Dodge

  A mail survey of 663 private and public course golfers who subscribe to Michigan Golfer magazine provided information regarding purchse behavior, playing ability, and demographics. This information afforded the opportunity to define five market segments: competitors, players, sociables, aspirers, and casuals. Their motivations for playing, ability to play, situations that induce play, and their purchase behavior regarding frequency of play as well as the age and type of equipment used varied across segments. Marketers in other sports industries can use this information as a warning that it...Read more

• Sports Grill Demographics and Marketing Implications

  David K. Stotlar

  Currently, little is known about the sports grill patron. This study was designed to determine specific demographic descriptions of patrons in the niche market segment of the restaurant industry defined as sports grills. In addition, the role of televised sport in the product mix of sport grills was clarified. This study reports demographic and psychographic information about the patron population of a specific sports grill chain. The results of this study also indicated a variety of significant differences between demographic characteristics and the scaled statements on the questionnaire...Read more