Linking Human Resources with Internal Marketing in Football Management
Linking Human Resources with Internal Marketing in Football Management

Summary/Abstract: Facing a highly pressurized environment, football managers have to innovate to secure high levels of competitivity. Being the central figure of a club, a manager can choose to link traditional human resources practices with internal marketing strategies. This inductive research tries to construct new theories about internal marketing applied to the field of sports. The relationship between the manager and several of its key stakeholders in the club (footballers, staff, board of directors and other employees) is analyzed. Discussion results show that using marketing tactics inside the club can improve the human relationships between the members of the organization and, as a consequence, the entire performance of the club. The paper also shows how each stakeholder group impacts on the wellbeing of the football club, with the manager being portrayed as the main relational knot.

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