Harvey Shank, VP of Marketing for the Phoenix Suns, discusses how the team has cut its niche in the local entertainment market and how the development of advertising packages has allowed them to extend their reach. Tom Ambrose, VP of Public Relations for the team, discusses the importance of creating a positive image of the players and the team by real community involvement. By studying demographics, the marketing effort can target certain groups and then tailor their program to those groups in the hopes of drawing more and diverse fans.
