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Abstracts prior to volume 5(1) have been archived!

Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106) 



JOURNAL OF STRATEGIC INNOVATION AND SUSTAINABILITY


Managing the Micromedia Monster: An Analysis of Model Categorizations and Practical Strategic Implications for Sport Properties


Author(s): Benjamin D. Goss, Philip C. Rothschild, Sarah Stokowski

Citation: Benjamin D. Goss, Philip C. Rothschild, Sarah Stokowski, (2020) "Managing the Micromedia Monster: An Analysis of Model Categorizations and Practical Strategic Implications for Sport Properties," Journal of Strategic Innovation and Sustainability, Vol. 15, Iss. 2, pp. 10-20

Article Type: Research paper

Publisher: North American Business Press

Abstract:

The purpose of this paper is to discuss micromedia management as a branding/marketing strategy for sport properties by analyzing and comparing three media categorization models from Hendricks and Shelton (2016), Herold and Salamunovic (2019), and Kuno Creative (n. d.). The paper will then offer specific tactics to help sport properties strategically utilize their micromedia to achieve organizational marketing and brand management objectives, as well as make recommendations for future research.