Marketing de relacionamento em clubes de futebol

Mauro Myskiw

doi:10.36453/cefe.2009.v8.i15.p63

Authors

Mauro Myskiw Universidade Estadual do Oeste do Paraná (Unioeste), Marechal Cândido Rondon

DOI:

https://doi.org/10.36453/cefe.2009.v8.i15.p63

Keywords:

Relationship Marketing, Football Clubs, Management

Abstract

This essay reflects on marketing in the management of football clubs by examining the fundamentals and assumptions of relationship marketing. It is divided in two parts: in the first, we will present the fundamentals of relationship marketing, focussing on the notions of relational exchanges, trust and commitment; then in the second part, we will attempt to systematize an approach to the management of clubs, recognizing marketing as a centre of competencies present both within and outside the organization, consisting of strategic skills.

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