Turner Field: The Atlanta Braves Marketing Campaign
Objective: The purpose of this case is to present a situation illustrating how beneficial it can be for a business and its employees to understand customers, which help things, go right in a business strategy. The case has students think critically about the need for business research as a means to develop business operations. Summary: Turner Field, the Atlanta Braves’ $242.5 million, state-of-the-art ballpark, feels like a trip back to the future. The Braves marketing campaign reflects the charm and nostalgia of baseball’s past but it has a futuristic slogan, “Turner Field: Not just baseball. A baseball theme park.” Fans are closer to the action at Turner Field than at any other major league ballpark. Interactive games to test fans’