Considering the dynamics of the services sector in general, and those of the sports field in particular, the implementation of marketing strategies within the sports organizations comes to face the social-economics dynamism, in which the competition is more and more emphasized and the needs of the population are increasingly diversifying. This book highlights the need for evolution towards a client-oriented marketing strategy within the sports field, which must consider building and maintaining a long term relationship with the customer. The transactional approach by which the company allocates most of its efforts to gaining new customers is no longer sufficient, now the emphasis is lying on retaining the current customers by increasing their degree of satisfaction.
Sports marketing: from a transactional approach to a relational perspective
Autors: Mihaela Constantinescu
Year of appearance: 2009
35,30 lei In stock: YES
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