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The Perceived Value of Marketing Techniques Utilized by NBA Marketing Directors

Author(s): Ronald Dick, Eric C. Schwarz

Citation: Ronald Dick, Eric C. Schwarz, (2020) "The Perceived Value of Marketing Techniques Utilized by NBA Marketing Directors," Journal of Marketing Development and Competitiveness, Vol. 14, Iss. 1,  pp. 38-47

Aricle Type: Research paper

Publisher: North American Business Press


This study provides updated research that investigated the opinions of NBA marketing directors during the 2017-2018 season regarding the perceived value of 20 marketing techniques used by their franchises to attract fans to home games. All 30 NBA marketing directors participated in the study. Results showed a consensus in the perceived value of face-to-face meetings with businesses, email offers, group sales, social media, promoting star players, referrals, and preliminary and post-game events. The results further indicated a decreased value in radio advertising and direct mailing, as well as a slow uptake on the use of virtual reality and podcast marketing.