LOYALTY LOST: Has Baseball Committed a Costly Error in the Way It Markets Itself?

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If it happened to Marlboro, can it happen to the National Pastime? In a study aimed at gauging the value of big-league baseball to marketers, New York-based Wunderman Cato Johnson finds Major League Baseball suffering an erosion in fan loyalty – plus an increasing reluctance by consumers to pay premium prices for a product to which they no longer feel a gut-level commitment. While saying the sport still is a strong marketing vehicle, Wunderman president/worldwide ceo Mitchell Kurz warns that ‘baseball has endangered its greatest asset, the customers’ addiction to its product, which we call loyalty.



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