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| | | | | LAST JOINS WHARTON SPORTS BUSINESS ADVISORY BOARD ) It was back to the old alma mater for SPORTS & LEISURE RESEARCH GROUP President, Jon Last. Last participated in roundtable discussions on the state of the sports industry at the University of Pennsylvania's Wharton School on April 27. As part of the Wharton Sports Business Initiative Advisory Board, founded by Professor Kenneth Shropshire, Last joined with other alumni leaders in the industry to review some of the latest academic research on the sports industry as well as to help develop future strategic plans and contribute to the content of the upcoming revised edition of "The Business of Sport", the leading text book utilized by both undergraduate and graduate sports management programs. Last was a student of Professor Shropshire as an MBA student. | | | | | | | | | | | | POV/RESEARCH: LOOKING TO BUILD BRAND LOYALTY IN CHALLENGING TIMES -
REMEMBER 2C2R APPROACH ) | | Consumers of sports, travel and media today are looking more to which brands deliver true value for their discretionary dollars. With incessant coverage of financial fallout hitting our target right in the pocket book, it's easy for marketers to fall prey to the "heroin" that is discounting. Smart brands won't devalue their brand equity with such a short term approach. Rather, they will see challenging times as ripe opportunities to tap into the consumers' mindset to understand both tangible and psychological product needs and meet them by offering compelling sets of soft and hard benefits that recognize and reward best customers. READ MORE
| | | | | | | | | | | | JON LAST TO BE FEATURED SPEAKER AT IIR's 2009 MARKET RESEARCH EVENT;
DISCOUNT TO NEWS & VIEWS READERS! ) SPORTS & LEISURE RESEARCH GROUP President Jon Last has been invited by the Institute for International Research (IIR) to join the speaker faculty for the 2009 Market Research Event. This year's event will be held in Las Vegas, Nevada in October. Last will participate as part of the event's Research Industry Summit on Data Quality, a gathering of leading experts from the profession, being coordinated by Bob Lederer of RFL Publications, a leading publisher of industry trade publications and outspoken advocate of data collection quality efforts in the profession. In addition to participating in the Summit, Last, who has spoken at the event, twice, previously, will also chair a pre-conference panel discussion on "Do-it-Yourself" research. Readers of News & Views can learn more about the conference and receive a 20% discount on registration at themarketresearchevent.com. Use the discount code, TMRE09JLAST. | | | | | | | | | | | | SLRG IN THE NEWS AND IN THE CLASSROOM - "THE SANDWICH GENERATION" CREATES UNIQUE CHALLENGES/OPPORTUNITIES FOR PRIVATE CLUBS | | | | SPORTS & LEISURE RESEARCH GROUP President Jon Last was interviewed and featured in GolfWeek columnist Brad Klein's June 20th, 2009 article on the state of private clubs and the impact of changing consumer demand dynamics on attracting and retaining members. You can read the article here. In the next issue of SLRG NEWS & VIEWS, Jon's POV will expand upon this, with particular attention to the emergence of "the sandwich generation", those Americans born from 1960-1970, caught between boomer and generation "X" values and now reaching the lifestage where initial decisions to join private clubs, are made. For a preview, contact us. | | | | | Media Post's Marketing:sports featured a bylined article by Jon Last in May. The piece referenced recently completed attitudinal trend research on how, contrary to the pervasive negativity in the popular press, golf and other leisure activities are creating a welcome refuge from the daily grind. You can see the article here. | | | | | Last also recently authored a travel industry case study, drawn from past cruise industry research, for Georgetown University Professor Anthony Bennett's upcoming Marketing Text book. Look for the excerpt in an upcoming issue of SLRG NEWS & VIEWS and on SPORTS & LEISURE RESEARCH GROUP'S website. | | | | | | | | | | | | | MORE PRESIDENTIAL PERSPECTIVES IN MRA ALERT AND ON SLRG WEB SITE ) SPORTS & LEISURE RESEARCH GROUP President Jon Last moved into the role of Immediate Past President of the national Marketing Research Association (MRA) at the organization's Annual Conference, June 5th in Chicago. He will continue to write a regular column in MRA's Alert Magazine. His most recent articles are also accessible on SPORTS & LEISURE RESEARCH GROUP'S website.
Newly posted columns include: | | | | | May 2009 - "Three Words to Live By" takes a succinct look at some of the best marketing and management advice boiled into easy soundbytes. See if you agree. | | | | | MRA Report to the Membership: A look back at the past twelve months in the marketing research profession and how MRA has continued to lead the transformation. | | | | | June 2009 - "Not the LAST Word..." A retrospective look back at what makes the MRA special, including some of the industry's leaders that have shaped it over the years. | | | | | | | | © 2009 Sports & Leisure Research Group | |
