Managing Relationships With Consumers In Sport
Managing Relationships With Consumers In Sport

Summary/Abstract: The world of sport, ever since the beginning, was not so good communicatively linked as today is, nor is it today connected good, as it will be in the future. Digital media abolished the longstanding obstacle - the spatial and temporal distance. Today is no longer important in which part of the planet sport events are taking place relevant and important to enjoy the "the most beautiful secondary thing in the world" - the sport, since global media landscape of the sports world, is available at each local level. Such global image, attract, invite and consist of a large number of lovers of this art called sport, consumers, who make up most of the world population .They are unavoidable army of lovers and fans, and the management of relations with them is in the focus of any marketing research. These marketing researches allow identifying basic questions to be answered in order to adequately meet the needs and desires of consumers. Satisfaction, and achievement of desires and needs, provides long-term profitability of each firm. In the conditions of market economy, knowledge, efficient and effective use of information is the comparative competitive advantage of market-oriented companies. The focus of activities, market leading companies, knowledge of customers and manage relationships with them, is one of the key determinants for achieving success in relation to competition, successful business, and gaining a leader in the global market. Consumers’ satisfaction is largely conditioned by the values of products and services. The link between customer loyalty and satisfaction is not linear, nor is it independent of competitive conditions in the environment so only those consumers who consider themselves more than satisfied become loyal and faithful.

• Details
• Contents