1st Edition

Relationship Marketing in Sports

By Andre Buhler, Gerd Nufer Copyright 2010
    208 Pages
    by Routledge

    208 Pages
    by Routledge

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    Relationship marketing is an important issue in every business. Knowing the customers and establishing, maintaining and enhancing long-term customer relationships is a key component of long-term business success. Considering that sport is such big business today, it is surprising that this crucial approach to marketing has yet to be fully recognised either in literature or in the sports business itself.

    Relationship Marketing in Sports aims to fill this void by discussing and reformulating the principles of relationship marketing and by demonstrating how relationship marketing can be successfully applied in practice within a sports context. Written by a unique author team of academic and practitioner experience, the book provides the reader with:

    • the first book to apply the principles of relationship marketing specifically to a sports context
    • case studies from around the world to provide a uniquely global approach applicable worldwide
    • strong pedagogical features including learning outcomes, overviews, discussion questions, glossary, guided reading and web links
    • practical advice for professional, semi-professional and non-professional sporting organisations
    • a companion website providing web links, case studies and PowerPoint slides for lecturers.

    Relationship Marketing in Sports is crucial reading for both students and professionals alike and marks a turning point in the marketing of sports.

    Chapter 1. Introduction; Chapter 2. The principles of relationship marketing; Chapter 3. Professional sporting organisations and their relationships; Chapter 4. Relationship marketing in sports - the fan perspective ; Chapter 5. Relationship marketing in sports - the sponsor perspective; Chapter 6. Relationship marketing in sports - the media perspective; Chapter 7. The extended marketing mix of relationship; Chapter 8. Relationship marketing in sports - today and tomorrow.


    André Bühler is Head of Market Research at the world’s leading sports research consultancy IFM Sports, Germany. After studying International Business and Management, Business Psychology and Marketing at Nürtingen University (Germany), he obtained a PhD in the field of sports marketing at the University of Plymouth (UK) and worked as a Research & Scholarship Consultant for the Heidelberg International Business Academy. He has published numerous papers on sports management and contributed to various books on sports marketing.

    Gerd Nufer is Professor of Marketing and Management at ESB Business School, Reutlingen University and Associate Professor of Marketing at FOM Stuttgart, Germany. Previously he worked as a project leader for an international strategy and marketing consultancy and as a key account manager for a large marketing research company. His research foci are Event Marketing and Management, Sponsorship, Ambush Marketing and Sports Marketing and Management in general.