Relationship marketing in Australian professional sport: an extension of the Shani Model

Stavros, C, Pope, N and Winzar, H 2008, 'Relationship marketing in Australian professional sport: an extension of the Shani Model', Sport Marketing Quarterly, vol. 17, no. 3, pp. 135-145.


Document type: Journal Article
Collection: Journal Articles

Title Relationship marketing in Australian professional sport: an extension of the Shani Model
Author(s) Stavros, C
Pope, N
Winzar, H
Year 2008
Journal name Sport Marketing Quarterly
Volume number 17
Issue number 3
Start page 135
End page 145
Total pages 11
Publisher Fitness Information Technology
Abstract The value and benefits of relationship marketing to sport practitioners have been observed in the literature for more than a decade. In spite of this, little empirical research has been reported to examine the uptake of this approach or the means by which it is implemented. This paper reports the findings of qualitative, case study research into the uptake and application of relationship marketing principles by sport organizations. The findings are couched in terms of the Shani model, which is extended into an Australian context. Results indicate that while practitioners are cognizant of the workings of relationship marketing, there is some reluctance to embrace and apply these principles.
Subject Marketing Management (incl. Strategy and Customer Relations)
Keyword(s) relationship marketing
sport
ISSN 1061-6934
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