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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
1

Marketing de relacionamento no futebol: o programa sócio-torcedor do Sport Club Corinthians Paulista

Martins, Fabiano Fernandes 12 May 2016 (has links)
Submitted by Filipe dos Santos (fsantos@pucsp.br) on 2016-09-19T18:15:58Z No. of bitstreams: 1 Fabiano Fernandes Martins.pdf: 1507324 bytes, checksum: 3cfef9597cdd060101f2de64d41105ed (MD5) / Made available in DSpace on 2016-09-19T18:15:58Z (GMT). No. of bitstreams: 1 Fabiano Fernandes Martins.pdf: 1507324 bytes, checksum: 3cfef9597cdd060101f2de64d41105ed (MD5) Previous issue date: 2016-05-12 / The cultural and socio-economic importance of football in the country is portrayed in the Brazilian daily. The sport exhibition has great space in all forms of communication and has been a strategic partner to transmit the messages from different companies. In this context, the demand for sports marketing has grown each year and football has become a major player. However, sports organizations increasingly need of revenue to keep doing football entertainment, an event and an attractive sport. This is the moment where relationship marketing, through partner programs fans, reveals a great ally. Through a case study of the relationship and loyalty program of the Sport Club Corinthians Paulista, called Faithful Fan, it was revealed that the socio fan program creates differentiation, loyalty and strengthens the sports brand, becoming a powerful means of consumer supporter transformation / A importância cultural e socioeconômica do futebol no país é retratada no cotidiano dos brasileiros. A exposição do esporte tem grande espaço em todas as formas de comunicação e tem sido parceira estratégica para transmitir as mensagens das mais diversas empresas. Nesse contexto, a demanda pelo marketing esportivo tem crescido a cada ano, e o futebol, se tornado um grande protagonista. Contudo, as entidades esportivas precisam cada vez mais de receitas para continuar fazendo do futebol um entretenimento, um evento e uma prática esportiva atraente. É nesse momento que o marketing de relacionamento, através dos programas de sócio-torcedores, revela-se um grande aliado. Por meio de um estudo de caso do programa de relacionamento e fidelização do Sport Club Corinthians Paulista, denominado Fiel Torcedor, revelou-se que o programa sócio-torcedor cria diferenciação, fideliza e fortalece a marca esportiva, tornando-se um poderoso meio de transformação do torcedor em consumidor

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