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2016-05-02T00:00:00.000Z

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Jon Last

President

Sports and Leisure Research Group

Direct Phone: (212) ***-****       

Sports and Leisure Research Group

445 Hamilton Avenue Suite 1102

White Plains, New York 10601

United States

Company Description

For more than 20 years, the principals of Sports and Leisure Research Group have coupled an acute understanding of the sports, travel and leisure markets with a classical marketing research approach to combine market insights with actionable strategies. ... more

Find other employees at this company (2)

Background Information

Employment History

Vice President of Corporate Marketing, Research and Brand Development for Division and Eight Years
The Golf Digest Companies

Affiliations

Board Member
Executive Women's Golf Association Inc

Board Member
EWGA

Member, SPORTS BUSINESS ADVISORY BOARD
Wharton School of the University of Pennsylvania

Board Member
MRII

Board Member
CMOR

Board Member
Alert Magazine

Board Member
MRI Inc

Board Member
Council for Marketing and Opinion Research

Education



Tufts University

B.A.

Tufts

M.B.A.

The Wharton School of the University of Pennsylvania

MBA

University of Pennsylvania

MBA

Wharton

bachelor's degree

Tufts University

Web References (199 Total References)


In his August 2015 column, ...

sportsandleisureresearch.com [cached]

In his August 2015 column, SLRG President Jon Last offers guidance and surfaces the potential dangers that sports marketers can encounter if they fail to properly frame the respondent sample for research.

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In his June, 2015 posting, SLRG President Jon Last reflects on how his recent attendance at a rodeo event reinforced some of the foundations of effective event based sports marketing.
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In his April 2015 Media Post, Marketing: Sports column, SLRG's Jon Last speaks to the huge opportunities in marketing sports related travel and ways in which those promoting it can resonate with this lucrative target.
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In his March 2015 Marketing: Sports posting, SLRG President Jon Last speaks to the limitations of trying to drastically reposition a brand through sports and advocates on how good research can prevent such costly errors.
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In his March 2015 Marketing: Sports posting, SLRG President Jon Last speaks to the limitations of trying to drastically reposition a brand through sports and advocates on how good research can prevent such costly errors.
...
SLRG President Jon Last offers thoughts on the intriguing marriage of Under Armour and Muhammad Ali in a provocative Marketing Daily Piece
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SLRG President Jon Last weighs in with his thoughts on the potential impact of the spot.


In his November, 2015 Media ...

sportsandleisureresearch.com [cached]

In his November, 2015 Media Post column, SLRG's Jon Last speaks to the ways in which the San Diego Padres and Callaway Golf's recent "Links at Petco Park" promotion, was an exceptional example of effective sports marketing activation.


Jon Last ...

www.sportsandleisureresearch.com [cached]

Jon Last Signature

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Jon Last, President
Sports & Leisure Research Group Logo
SLRG IN THE NEWS
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In his November, 2015 Media Post column, SLRG's Jon Last speaks to the ways in which the San Diego Padres and Callaway Golf's recent "Links at Petco Park" promotion, was an exceptional example of effective sports marketing activation. Read More ยป


In his November, 2015 Media ...

sportsandleisureresearch.com [cached]

In his November, 2015 Media Post column, SLRG's Jon Last speaks to the ways in which the San Diego Padres and Callaway Golf's recent "Links at Petco Park" promotion, was an exceptional example of effective sports marketing activation.

...
In his October 2015, Media Post column, SLRG President Jon Last suggests that recent controversy surrounding daily fantasy sports sites are overblown.
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In his September 2015 column, SLRG President Jon Last reflects on the importance of event enthusiasts and how successful sports marketers have cracked the code on this segment by elevating their marquee events into social happenings.
...
In his August 2015 column, SLRG President Jon Last offers guidance and surfaces the potential dangers that sports marketers can encounter if they fail to properly frame the respondent sample for research.
...
In his June, 2015 posting, SLRG President Jon Last reflects on how his recent attendance at a rodeo event reinforced some of the foundations of effective event based sports marketing.
...
In his April 2015 Media Post, Marketing: Sports column, SLRG's Jon Last speaks to the huge opportunities in marketing sports related travel and ways in which those promoting it can resonate with this lucrative target.
...
In his March 2015 Marketing: Sports posting, SLRG President Jon Last speaks to the limitations of trying to drastically reposition a brand through sports and advocates on how good research can prevent such costly errors.
...
In his March 2015 Marketing: Sports posting, SLRG President Jon Last speaks to the limitations of trying to drastically reposition a brand through sports and advocates on how good research can prevent such costly errors.


Jon ...

sportsandleisureresearch.com [cached]

Jon Last

With over 20 years of management experience, Jon Last is founder and President of Sports and Leisure Research Group, a White Plains, NY based full service marketing research consultancy that supports leading brands in sports marketing, travel, media and leisure categories as well as a host of golf, travel and consumer product company clients.
Jon's previous experience includes more than seven years as Vice President of Corporate Marketing, Research and Brand Development for Conde Nast's Golf Digest Publications division. At GDP, Last and his team built a full service marketing research, relationship marketing and strategy firm that was leveraged to drive over $ 30 million of advertising revenue annually and emerged as a leader in supporting marketers in golf and travel.
Prior to leading the Golf Digest Publications marketing efforts, Last served in senior marketing and strategic planning roles within the leisure and sports industries. At the PGA of America, Jon developed and managed all marketing research, including initiating the All About Golf series of consumer segmentation studies that received national attention in The Wall Street Journal and American Demographics. Jon also oversaw marketing and retailing activities surrounding the PGA Championship, Ryder Cup Matches and PGA Golf Expositions. Jon has also overseen loyalty marketing, E-business, marketing research and product management for a leading cruise line.
A frequent speaker at national industry conferences and a recognized expert in the golf, travel and media research space, Jon Last currently serves on the national boards of directors for Marketing Research Institute International (MRII), The Executive Women's Golf Association (EWGA), Council for Marketing and Opinion Research (CMOR) and is immediate past president of the Marketing Research Associaton (MRA). He received MRA's national Award of Excellence in 2004. In 2013 Last was named one of the most innovative people in the golf business by Golf, Inc. Magazine.
Last holds an M.B.A. from The Wharton School of the University of Pennsylvania and is a magna cum laude graduate of Tufts University.

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