The development of a Fan-Relationship-Management-Framework: an extended abstract

Paul Huiszoon, Guillaume Martinent, Guillaume Bodet

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review

Abstract

This study tries to answer the following question: How can the relationship between fans and their national football association (NFA) and national football team (NFT) be described, theoretically understood and managerially improved? Scholars and sport practitioners have raised this question before, while emphasising the inadequacy of current relationship management views and practices in sport (Adamson et al. 2006; Bodet 2013; Harris and Ogbonna 2008). We aim to contribute to a shift from current customer relationship management (CRM) to sport-specific fan relationship management (FRM).
Original languageEnglish
Title of host publicationMarketing at the confluence between entertainment and analytics. Developments in marketing science
Subtitle of host publicationProceedings of the Academy of Marketing Science
EditorsP. Rossi
Place of PublicationSwitzerland
PublisherSpringer, Cham
Pages841-845
ISBN (Print)9783319473314
DOIs
Publication statusPublished - 2017
Externally publishedYes

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