‘From the 4 Ps to the 3 Rs of marketing’. Using relationship marketing to retain football club supporters and improve income
(1998)
Journal Article
Clowes, J., & Tapp, A. (1998). ‘From the 4 Ps to the 3 Rs of marketing’. Using relationship marketing to retain football club supporters and improve income. Managing Leisure, 3(1), 18-25. https://doi.org/10.1080/13606719808559322
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.