Abstract
Welcome to Volume 4 Issue 1 of the Journal of Applied Marketing Theory. With this edition we present some interesting articles that we think offer research in the true spirit of the Journal of Applied Marketing Theory. We are particularly pleased to present to you a practitioner driven article. As we move forward, we see the opportunity to present to you, research that is academically rigorous and practically relevant. Our goal is to present articles that have actionable managerial relevance and we encourage you to submit your best work to the Journal. We present to you the following articles and look forward to receiving your submissions in the near future!!
We welcome Mike McCall from Ithaca College and Cornell University to join our main editorial team.
We would like to thank the authors for considering JAMT and patiently participating in the review process.
A short summary of the articles in this issue follows.
Fullerton and Breneau provide a valuable perspective for professional baseball teams as they analyze the novelty and nostalgia effects of movement to a new stadium. The authors’ observations of the revenue and attendance results of a new stadium include some recommendations for rationalizing a new stadium.
Brown and Degaris examine the relationship between passion that sports program viewers have and their attitude toward program advertising. The authors also examined the relationships between attitudes toward advertising and both demographics and cross media behavior. Recommendations on how to measure the value for sport advertising media are made by the authors.
Schwarz, Murphy and Caldwell look at the effects of global economics on the sports business industry. The authors examine the recent bankruptcies of sports franchises. Recommendations for the use of recovery marketing plans before, during and after bankruptcy are presented.
Anitsal, Anitsal and Brown studied the value of gift cards to givers and receivers as well as retailers. The authors also examined the level of intimacy and the duration of the relationship between givers and receivers. The article suggests that retailers recognize the factors that both givers and receivers consider when using gift cards.
McCrary contrasts the craft and production approaches to using statistical models to analyze customer information. The author studied the impacts of each approach on the day-to-day work of analysts and managers. The article suggests that craft approaches will increasingly meet the needs of more businesses in the future.
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
DOI
10.20429/jamt.2013.040101
Publication Date
6-2013
Recommended Citation
Mathisen, Rick, McCall, Michael, and Musante, Mike (2013). Comments from the editors. Journal of Applied Marketing Theory: 4(1), i-ii. ISSN: 2151-3236. https://digitalcommons.georgiasouthern.edu/jamt/vol4/iss1/1