Collecting sports memorabilia: What are the implications for the marketing activities of football clubs?
(1998)
Presentation / Conference Contribution
All Outputs (4)
Relationship marketing for football clubs: A qualitative study of football supporters (1998)
Presentation / Conference Contribution
‘From the 4 Ps to the 3 Rs of marketing’. Using relationship marketing to retain football club supporters and improve income (1998)
Journal Article
Football clubs have traditionally adopted a product-focused approach to their business activity and have in recent years moved to a more promotion-orientated strategy. These approaches are still based on the traditional ‘transactions’ paradigm develo... Read More about ‘From the 4 Ps to the 3 Rs of marketing’. Using relationship marketing to retain football club supporters and improve income.