Athletic Marketing Strategies to Help Create Success: Comparisons Among Select National Collegiate Athletic Association (NCAA) Division I, II, and III Programs

Shisler, Marty; Kim, J. C.
November 2011
Chronicle of Kinesiology & Physical Education in Higher Educatio;2011, Vol. 22 Issue 3, p7
Academic Journal
The article compares marketing strategies pursued by colleges and universities participating in the Division I, II and III Programs of the National Collegiate Athletic Association (NCAA). Topics include the comparative profitability of men's Division I basketball and football; creating brand equity through awareness, customer loyalty and perceived quality; and income generating factors such as media contracts, skybox suites and high ticket prices.


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