Relationship Marketing: Revisiting the Scholarship in Sport Management and Sport Communication

Relational perspectives have influenced marketing theory and practice over the past 40 years, with a volume of relationship marketing (RM) research accumulating over this time. In sport management specifically, a number of RM research articles have been published since the late 1990s. Although an in...

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Veröffentlicht in:	International journal of sport communication 2020-12, Vol.13 (4), p.595-620
Hauptverfasser:	Abeza, Gashaw, O’Reilly, Norm, Braunstein-Minkove, Jessica R.
Format:	Artikel
Sprache:	eng
Schlagworte:	Marketing Sports management
Online-Zugang:	Volltext
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