The literature on advertising and promotions can be divided in two categories. A first group of models assume that promotion contributes (positively) to the goodwill towards the product, and a second group assumes that promotions reduce that goodwill. In this paper we build a differential game...

A complex economic evaluation of fairs / exhibitions can be considered as a novelty in the current literature. In this novel approach, each stakeholder group involved in a fair is evaluated in numerical terms, taking into account the specific cash inflow and outflow categories of that group. The...

The National Basketball Association (NBA) is widely recognized as an entertaining and innovative league whose teams play regular season and postseason games in packed arenas at home and away sites in the United States and Canada. This book discusses the development, growth, and success of the...

Mexico has been producing wine since the 1500, yet very little is known about their viticulture, enology, and marketing practices. This qualitative research study was designed to shed more light on these issues. Based on 10 in-depth interviews with winery owners and winemakers in the Valle de...

A new paradigm is needed in extension marketing programs. Attempts to help producers time the market, either through cask sales or futures trading, appear to be of little benefit. Marketing extension programs need to place less emphasis on outlook and futures trading and more emphasis on simple...