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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
Rynek usług, Sport, Marketing relacji, Interesariusze
Services market, Sport, 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
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Bibliography
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  6. Stavros C., Pope N., Winzar H., Relationship Marketing in Australia Professional Sport: An Extension of the Shani Framework, "Sport Marketing Quarterly" 2008, No. 17.
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ISSN
1640-6818
1896-382X
Language
pol
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