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Case
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Reference no. 9-596-059
Subject category: Marketing
Published by: Harvard Business Publishing
Originally published in: 1995
Version: 28 December 1995
Length: 31 pages
Data source: Field research

Abstract

One third of the 24 National Hockey League (NHL) teams are unprofitable. Another third are barely profitable. This case provides the background and market research data to help the senior managers of the NHL make decisions pertaining to how they would like to grow the fan base. The two choices under consideration are network advertising and grassroots marketing.

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Abstract

One third of the 24 National Hockey League (NHL) teams are unprofitable. Another third are barely profitable. This case provides the background and market research data to help the senior managers of the NHL make decisions pertaining to how they would like to grow the fan base. The two choices under consideration are network advertising and grassroots marketing.

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