FiT Publishing

The value and benefits of relationship marketing to sport practitioners have been observed in the literature for more than a decade. In spite of this, little empirical research has been reported to examine the uptake of this approach or the means by which it is implemented. This paper reports the findings of qualitative, case study research into the uptake and application of relationship marketing principles by sport organizations. The findings are couched in terms of the Shani model, which is extended into an Australian context. Results indicate that while practitioners are cognizant of...Read more

Certain constructs influence relationships within community organizations and the not-for-profit sport sector. This qualitative study identified influences on relationships and determinants of successful and unsuccessful partnerships and determined the application of 28 constructs derived from literature on relationship marketing, education partnerships, and health and community service partnerships. Results of interviews with 15 personnel from Australian sport, education, and health and community service agencies indicated that partnerships achieve goals that the individual partners could...Read more