Mason Archival Repository Service

Measuring the Effectiveness of NBA Marketing Techniques: A Comparison between Small and Large Market Teams

Show simple item record

dc.contributor.advisor Baker, Robert
dc.contributor.author Ronkartz, Kyle
dc.creator Ronkartz, Kyle
dc.date 2019-01-17
dc.date.accessioned 2019-07-01T19:24:33Z
dc.date.available 2019-07-01T19:24:33Z
dc.identifier.uri https://hdl.handle.net/1920/11468
dc.description.abstract This thesis focused on comparing the differences of NBA marketing directors’ perceived values of marketing techniques. NBA teams are constantly looking for the best way to market their team to the fans in the area. In the process of researching and writing this thesis, the author conducted a survey finding the perceived values of a list of marketing techniques by NBA marketing directors. The survey consisted of 20 NBA marketing techniques that the marketing directors rated on a scale 1-5 in relation to their effectiveness. All 30 marketing directors received the questionnaire and all 30 directors completed the survey. This survey is similar to the Dick and Sack (2003) study in which they also surveyed the 29 marketing directors in the NBA at the time. This thesis focused on finding similarities and differences of the marketing directors’ perceived values while centering on the difference in market size.
dc.language.iso en en_US
dc.subject marketing en_US
dc.subject NBA en_US
dc.subject market en_US
dc.subject teams en_US
dc.title Measuring the Effectiveness of NBA Marketing Techniques: A Comparison between Small and Large Market Teams en_US
dc.type Thesis en_US
thesis.degree.name Master of Science in Sport and Recreation Studies en_US
thesis.degree.level Master's en_US
thesis.degree.discipline Sport and Recreation Studies en_US
thesis.degree.grantor George Mason University en_US


Files in this item

This item appears in the following Collection(s)

Show simple item record

Search MARS


Browse

My Account

Statistics