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An investigation of the current prac...

Huang, Yu.

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An investigation of the current practice of relationship marketing programs within professional baseball clubs in Major League Baseball through a content analysis.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	An investigation of the current practice of relationship marketing programs within professional baseball clubs in Major League Baseball through a content analysis./
作者:	Huang, Yu.
面頁冊數:	167 p.
附註:	Source: Dissertation Abstracts International, Volume: 60-04, Section: A, page: 1227.
Contained By:	Dissertation Abstracts International60-04A.
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=9927739
ISBN:	9780599274693

An investigation of the current practice of relationship marketing programs within professional baseball clubs in Major League Baseball through a content analysis.
Huang, Yu.

An investigation of the current practice of relationship marketing programs within professional baseball clubs in Major League Baseball through a content analysis. - 167 p.

Source: Dissertation Abstracts International, Volume: 60-04, Section: A, page: 1227.

Thesis (Ed.D.)--University of Northern Colorado, 1999.

In the past, the acquisition of customer was the main focus among the marketing community, whereas the current marketers emphasize how to establish and maintain a lasting customer relationship. As a result of this shift in the marketing concept, relationship marketing is developed to build a long-term relationship with customers. The primary application of the new marketing strategy is the establishment of a reward program such as a frequent-flyer program. The reward program is devised to build the loyalty of customers by providing financial incentives (value-added). In the sport industry, marketers adopted the concept; and the fan loyalty program, a version of the reward program, appeared in recent years.

ISBN: 9780599274693Subjects--Topical Terms:

1017573
Business Administration, Marketing.

An investigation of the current practice of relationship marketing programs within professional baseball clubs in Major League Baseball through a content analysis.
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245 1 3 $a An investigation of the current practice of relationship marketing programs within professional baseball clubs in Major League Baseball through a content analysis.
300 $a 167 p.
500 $a Source: Dissertation Abstracts International, Volume: 60-04, Section: A, page: 1227.
500 $a Adviser: David K. Stotlar.
502 $a Thesis (Ed.D.)--University of Northern Colorado, 1999.
520 $a In the past, the acquisition of customer was the main focus among the marketing community, whereas the current marketers emphasize how to establish and maintain a lasting customer relationship. As a result of this shift in the marketing concept, relationship marketing is developed to build a long-term relationship with customers. The primary application of the new marketing strategy is the establishment of a reward program such as a frequent-flyer program. The reward program is devised to build the loyalty of customers by providing financial incentives (value-added). In the sport industry, marketers adopted the concept; and the fan loyalty program, a version of the reward program, appeared in recent years.
520 $a The study intended to identify the essential components of the reward program of baseball clubs in Major League Baseball through a content analysis. A coding sheet was developed based upon a review of relationship marketing theories. This coding sheet included basic information, information sought, method of communication, reward structure, and joint promotion. Four baseball clubs were identified to have managed this marketing program. Their four reward program brochures were the sample documents for a content analysis.
520 $a The findings indicate that four fundamental components were important when the baseball franchise established a fan loyalty program. Four elements were a customer database, a communication scheme, a reward system, and acquisition of the resource for the execution. This study also reveals the types of customer information requested by the franchises, the methods of communication used by clubs, the types of program reward members received, and the approach used by clubs to solicit external resources to support the operation of the reward program. In addition, the author provides a guideline for establishing a reward program.
520 $a Furthermore, to increase the flexibility of program awards, baseball franchises should provide members with more selection of the program awards. It is suggested that franchises interact with members through the use of special events based upon the members' interests so that the relationship can be strengthened. Also, clubs should capitalize on seeking business partners in order to improve the operational efficiency of the reward program.
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