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Keywords: Sports marketing
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Journal Articles
Journal:
American Journal of Business
American Journal of Business (2014) 29 (1)
Published: 01 April 2014
... Findings – Originality/value – Keywords: Attendance, DMAIC, Marketing strategy, Six Sigma, Sporting events, Sports marketing, United States of America Attendance DMAIC Marketing strategy Six Sigma Sporting events Sports marketing United States of America...
Journal Articles
Six Sigma sales and marketing: application to NCAA basketball
Available to Purchase
Journal:
American Journal of Business
American Journal of Business (2012) 27 (2): 113–132.
Published: 19 October 2012
... the use of the Six Sigma methodology as a way to improve event attendance in a sports marketing setting. Design/methodology/approach The research utilizes the define‐measure‐analyze‐improve‐control (DMAIC) sequence to evaluate customer requirements and develop recommendations. Surveys, focus groups...
