- Author
- Rudawska Edyta (Uniwersytet Szczeciński)
- Title
- Interesariusze w marketingu relacji na rynku usług sportowych
Stakeholders in Relationship Marketing in a Sport Services Market - Source
- Zeszyty Naukowe Uniwersytetu Szczecińskiego. Ekonomiczne Problemy Usług, 2011, nr 79, s. 153-165, rys, bibliogr. 8 poz.
- Issue title
- Sport i rekreacja szansą rozwoju regionu
- Keyword
- Sport, Rynek usług, Marketing relacji, Interesariusze
Sport, Services market, Relationship marketing, Stakeholders - Note
- summ.
- Abstract
- Celem artykułu jest identyfikacja podmiotów, z którymi organizacje sportowe nawiązują obecnie trwałe relacje rynkowe, oraz wskazanie źródeł wartości, jakich obie strony relacji mogą sobie dostarczyć.(fragment tekstu)
The changing economic space, in which sport organizations operate over the past several decades, makes the necessity to adopt market rules of their activity. Sport organizations are nowadays perceived as mid-sized companies which compete for the customer and struggle to build their market and financial position. Therefore they must increasingly use marketing tools in a conscious and professional way in order to create and maintain profitable relationships with their stakeholders. This paper is aimed at identification entities with which sport organizations should create long-term, market relationships and indication the sources of value which both sides of the relationships can supply to each other.(author's abstract) - Accessibility
- The Main Library of Poznań University of Economics and Business
- Full text
- Show
- Bibliography
-
- Hanssens D., Rust R., Srivastava R., Marketing Strategy and Wall Street: Nailing Down Marketing's Impact, "Journal of Marketing" 2009, Vol. 73, November.
- Kim Y., Trawl G., A Conceptual Framework for Understanding Relationships Between Sport Consumers and Sport Organizations: A Relationship Quality Approach, "Journal of Sport Management" 2011, No. 25.
- Krasnikov A., Jayachandran S., Kumar V., The Impact of Customer Relationship Management Implementation on Cost and Profit Efficiencies: Evidence from the U.S. Commercial Banking Industry, "Journal of Marketing" 2009, Vol. 73, November.
- Marketing sportowy vs. tradycyjna reklama, Ośrodek Analiz Marketingowych Sponsoring Export, www.sponsoring.pl, 3.02.2011.
- Nufer G., Bühler A., Establishing and Maintaining Win-Win Relationships in the Sports Sponsorship Business, "Journal of Sponsorship" 2010, Vol. 3, No. 2.
- Stavros C., Pope N., Winzar H., Relationship Marketing in Australia Professional Sport: An Extension of the Shani Framework, "Sport Marketing Quarterly" 2008, No. 17.
- Sznajder A., Marketing sportu, PWE, Warszawa 2008.
- Waśkowski Z., Uwarunkowania i sposoby wdrażania orientacji marketingowej w klubach sportowych, Wydawnictwo Akademii Ekonomicznej w Poznaniu, Poznań 2007.
- Cited by
- ISSN
- 1640-6818
1896-382X - Language
- pol
