The Use of Direct Marketing Techniques in Sport Marketing

The Factors Affecting Development of Marketing Capability of Collegiate Sport

Background. Now one of the necessary capabilities, to succeed in the field of competition is having knowledge and marketing skills in economic institutions. Objectives. The goal of this study was Factors affecting development of marketing capability of collegiate sport. Methods. This study is correlating, and, in view of objective, current research is practical. Populations consist of 5 group...

Teaching Sport Marketing: Notes From the Trenches

Application of Data Mining Techniques for Direct Marketing

This paper presents a case study of data mining modeling techniques for direct marketing. It focuses to three stages of the CRISP-DM process for data mining projects: data preparation, modeling, and evaluation. We address some gaps in previous studies, namely: selection of model hyper-parameters and controlling the problem of under-fitting and over-fitting; dealing with randomness and 'lucky' s...

Cause-related Sport Marketing: Clarifying the Role of Sport Fans' Attitude

Focus of cause-related marketing efforts in the sports industry is related to the intangible nature of sport Business and the high degree of fanschr('39') willingness to charity programs. The purpose of this study is to investigate the role of sport fanschr('39') attitude in cause-related sport marketing. Survey of this study was the members of the Supporterschr('39') Association of Persepolisc...

Uplift Modeling in Direct Marketing

Marketing campaigns directed to randomly selected customers often generate huge costs and a weak response. Moreover, such campaigns tend to unnecessarily annoy customers and make them less likely to answer to future communications. Precise targeting of marketing actions can potentially results in a greater return on investment. Usually, response models are used to select good targets. They aim ...