Archive for the ‘ Marketing ’ Category

Shelby American, Inc.: A Past and Present of the Legendary Modifier/Builder that Forever Changed the American Auto Industry

WORK IN [ READ MORE ]

Covering the 2011 Chicago Auto Show

  Dear Readers, It is an honor to announce that Communications on Sports Business will be present at Media Day (9 February) for the 2011 Chicago Auto Show.  Wednesday, I will write an article on the show and publish it either that same night or Thursday.  For any of you who are wondering how relevant [ READ MORE ]

ACC, ESPN, and Raycom Deal is Evidence of the Importance of Relationship Building in Business

In the 4-10 October 2010 issue of Sports Business Journal, an article by Michael Smith and John Ourand titled, “History with ACC secures future for Raycom,” covered how the long-term relationship between the ACC and Raycom saved the latter from possibly losing its biggest media contract and main revenue stream.  Their article is the basis of [ READ MORE ]

Gatorade G Series: Is it a Potential Marketing Blunder in the Supremely Competitive Sports Drink Industry?

In 2009, PepsiCo’s Gatorade brand suffered heavy losses including a 10.2% decrease in revenue and a 12% drop in operating revenue from July 2008 to July 2009 according to a 22 July 2009 article in the online magazine Marketing Daily (http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110269).  As complicated as the reasons explaining Gatorade’s recent struggles may be, the thirst-quenching sports [ READ MORE ]

Adidas Activates its New Zealand All Blacks Rugby Team Sponsorship (or, The Power of Symbolism in Non-Traditional Marketing)

Marketing has grown and evolved over the past 50 years at an exponential rate.  Increased investments in sponsorships – primarily in sports – led to a paradigm shift in how marketing departments approach issues regarding brand loyalty, differentiation, and brand awareness (among others).  As companies like Coca Cola and Pepsi trade blows in their exhausting [ READ MORE ]

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