One-third of the 24 National Hockey League (NHL) teams are unprofitable. Another third are barely profitable. This case gives the background and market research data to help executives NHL make decisions regarding how they would like to grow a fan base. Two options considered advertising network and grassroots marketing. "Hide
by V. Kasturi Rangan, Marie Bell Source: Harvard Business School 31 pages. Publication Date: 05 Oct 1995. Prod. #: 596059-PDF-ENG
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