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• W2186043891 abstract "This study explored sport professionals’ viewpoints on relationship marketing in United States professional sport leagues to inform future research and affirm the legitimacy of relationship marketing in the sport industry. Professionals representing the National Basketball Association, Major League Soccer, National Hockey League, Major League Baseball, and Women’s National Basketball Association were interviewed about their familiarity with and opinion of relationship marketing, specific tactics used in their organizations, and assessment and evaluation of relationship marketing strategy. Respondents viewed relationship marketing as essential for the survival of professional sport teams and used numerous tactics to build and maintain customer relationships. Responses also indicated a need for development of measures to assess relationship marketing strategy and research into best practices in using marketing tactics to build relationships. Relationship marketing is a useful strategy in sport and professionals should be encouraged to implement relationship marketing in their organizations." @default.
• W2186043891 created "2016-06-24" @default.
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• W2186043891 date "2014-01-01" @default.
• W2186043891 modified "2023-09-24" @default.
• W2186043891 title "Relationship Marketing in United States Professional Sport: Attitudes, Opinions, and Viewpoints of Sport Professionals" @default.
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