Systemic Relationship Marketing: Co-creating Sports Brand Equity with Fans and Other Stakeholders
Relationship marketing can be a possibility for sports clubs to improve their brand equity and to deliver added value to their fans. Leading and managing the sports club by a relationship marketing philosophy can help involve the fans into co-creating value. This paper begins by presenting three dif...
| Published in: | Revista de Management Comparat International |
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| Main Author: | |
| Format: | Article |
| Language: | English |
| Published: |
Editura ASE
2013-07-01
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| Subjects: | |
| Online Access: | https://www.rmci.ase.ro/no14vol3/13.pdf |