Frank V. Cespedes, Laura Winig, Christopher H. Lovelock
Sales & Marketing
When students have the English-language PDF of this Brief Case in a coursepack, they will also have the option to purchase an audio version.The marketing director of a new minor-league baseball team must design, conduct, and then interpret survey research to determine optimal ticket pricing that will yield large attendance figures and contribute to the owner’s goal of breaking even in the first year of play. The pricing assignment becomes more challenging when other variables like concessions revenue are considered. Students are asked to complete a quantitative assignment as part of case analysis, but they must grapple with less quantifiable factors as well.
Employee retention, Human resource management , Informal leadership, Organizational culture