People from Generation Y, given their number and stage in the family life-cycle, represent a key emerging audience for major sports. The study focussed on the effect of friends and half time enhancements on likely attendance at matches. The sport domain was the Australian Football League (AFL),...

This paper identifies implementation difficulties associated with multichannel marketing as perceived by senior marketers. While, multichannel marketing is being increasingly used because of its revenue enhancing and cost reduction opportunities, it appears more difficult to implement than...