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Record identifier : 567098
Personal Name - Primary Intelectual Responsibility : Rhee, Sang Don
Title and statement of responsibility : Perceived effectiveness of marketing and promotional strategies for young adults by major professional team sport organizations [Thesis]
Publication, Distribution,Etc. : Ohio University,, 1999
Language of the Item : eng
Dissertation of thesis details and type of degree : Ph.D.
Body granting the degree : , Ohio University,
Summary or Abstract : The study examines the perceived marketing effectiveness, and perceived effectiveness of the marketing promotion strategies for young adults. The subjects were 127 marketing directors in five professional team sport organizations: 30 MLB, 30 NFL, 29 NBA, 27 NHL, and 11 MLS.More specifically, the study attempt to determine: (a) the overall level of perceived marketing effectiveness; (b) a relationship between marketing effectiveness and average home game attendance; (c) a relationship between marketing effectiveness and facility capacity; (d) a relationship between marketing effectiveness and average home game attendance, while controlling for the winning percentage; (e) which promotional strategies were perceived to be most effective in reaching the Generation X market; (f) a relationship between marketing effectiveness and perceived effectiveness of the promotion strategy; and (g) which advertising and sales promotion strategies were most effective in reaching the Generation X market..
Topical Name Used as Subject : Physical education, Marketing
Information of biblio record : TL
 
 
 
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