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Marketing de relacionamento em clubes de futebol

2009; UNIVERSIDADE ESTADUAL DO OESTE DO PARANÁ; Linguagem: Português

10.36453/cefe.2009.v8.i15.p63

2318-5104

Mauro Myskiw,

Sports, Gender, and Society

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.