SMQ Issue 6:2

Contents for SMQ Issue 6:2

A Conceptual Framework for Evaluating Marketing Relationships in Professional Sport Franchises
Authors: Mark A. McDonald, George R. Milne
Abstract: As information technology has become more accessible, service marketers have started to adopt relationship-marketing tenets and techniques. Given the large number of sport and entertainment options, and the shift in emphasis from acquiring to retaining cu

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The Creation of Consumer Bonds Within Reebok Running
Authors: Andrew Rohm
Abstract: consumer bonds Reebok running consumer hierarchy integrated marketing Ironman objectives Ironman World Championships

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Introduction to the Special Issue on Relationship Marketing In Sport
Authors: George R. Milne
Abstract: relationship marketing Reebok

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SMQ PROfile 6-2
Authors: SMQ Editor
Abstract: Don Johnson San Diego Padres Colorado State University Golden Rule Marketing

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Pursuing Relationships in Professional Sport
Authors: Sean Brenner
Abstract: corporate partners sponsors sponsorship

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A Framework for Implementing Relationship Marketing in the Sport Industry
Authors: David Shani
Abstract: sports marketing relationship marketing segmentation marketing niche marketing database marketing

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Sports Talk and the Development of Marketing Relationships
Authors: Lynn R. Kahle, Mark Elton, Kenneth M. Kamabra
Abstract: Agents seeking to establish relationships often use sports talk as an interpersonal strategy. Sports talk encompasses any conversation about sports and sports-related phenomena. This article discusses some of the factors regarding how and why sports talk can help establish relationships. Sports talk is a good conversation topic because sport has a wide following, community ties, drama, diverse themes, and relative innocence. It can help establish norms, conflict-resolution processes, gender roles, other roles, and self-presentation. Some businesses have institutionalized sports talk.

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