“NBA teams use a variety of marketing techniques to try to increase game attendance.” (Dick and Turner 2007) Past studies have been done on comparisons of marketing techniques in different seasons (Dick and Sack, 2003), and the comparison of value between fans and marketing directors (Dick and Turner, 2007). Thus, this study is focused on comparing the difference in the value of marketing strategies between “small” market and “large” market teams in the NBA. This study will give us a better understanding on the difference in marketing techniques for “small” market teams compared to the “large” market teams.
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Ronkartz, Kyle; Dick, Ronald; Atwater, Christopher; Baker, Robert; and Esherick, Craig, "Measuring the Effectiveness of NBA Marketing Techniques: A Comparison between Small and Large Market Teams" (2018). Association of Marketing Theory and Practice Proceedings 2018. 91.