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- Title
THE MERGING OF MARKETING AND SPORTS: A CASE STUDY.
- Authors
Marber, Allen; Wellen, Paul; Posluszny, Susan
- Abstract
The New York Yankees are a perfect example of the merging of marketing and professional sports. But why are the Yankees such a financial and secular success? Why does this team generate more revenue from ticket sales, merchandising, advertising and other sources than any other American sports franchise? Indeed, the Yankees, whether wittingly or unwittingly, appear to be a perfect example of effective marketing management. This paper examines how the Yankees, and their principal owner George Steinbrenner, utilized the 4Ps and, as a result, developed a highly successful global marketing program.
- Subjects
MARKETING; SPORTS marketing; INDUSTRIAL management; STEINBRENNER, George M. (George Michael), 1930-2010; BASEBALL teams
- Publication
Marketing Management Journal, 2005, Vol 15, Issue 1, p162
- ISSN
1534-973X
- Publication type
Article