Title

An exploratory study into customer orientation and product attributes in the racing industry

Document Type

Conference Proceeding

Faculty

Faculty of Business and Public Management

School

School of Marketing, Tourism and Leisure

RAS ID

1031

Comments

Miller, R., Mizerski, K., & Mizerski, R. (2001, January). An exploratory study into customer orientation and product attributes in the racing industry. In American Marketing Association. Conference Proceedings (Vol. 12, p. 36). American Marketing Association.

Abstract

While the gambling industry is booming, the racing product has stalled in both the USA and Australia with declining revenues and marketshare. This paper reveals that the racing industry is not customer focused and that the product can be better defined to appeal to new and light users.

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