Over the past seven years at Golf Digest Publications, I’ve had a unique opportunity, to integrate the traditional functions of a marketing department (strategic planning, market positioning, business analysis…
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Last Word
Market Focus: Golfers: In the Green, on the Green
By Linda Formichelli You may not picture golfers as seekers of luxury and quality—in fact, if you’re not a golfer yourself, you probably picture them only as older men wearing plaid pants and berets with pom-poms on top. But if that’s your mental image of golfers, you’re missing out on a great market with dollars to […]
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QRCA Views
GOLF: Mastering the changing Business of a Classic Game. The business of golf has enjoyed unprecedented growth over the past 20 years, unsurpassed by virtually any other participatory sport. At the same time, golf’s growth has not continued…
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Advertising Age
OUT OF CONTROL Consumers have taken over your marketing. How to Deal? “[Views into our audience have become more pervasive in our activities], whether it’s investing more seriously as we have in the development of our Web site…
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Research Department Report
Pushing and Positioning MR as Means Toward Successful Business Ends Media research often serves as little more than an advertising sales force go-for unless proactive steps assert its broader value. The 15-year career of Jon Last…
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