ABSTRACT
Advancements in business analytics, technology, and customer data warehouses have created opportunities for ‚rms in many sectors to adopt customer-focused approaches to marketing.
Sport businesses are particularly suited to pursuing advanced customer-oriented marketing programs for two reasons. First, given the economic value of season ticket holders, investments in relationship management are economically worthwhile. Second, the current information technology environment makes individual level marketing strategies actionable and measurable. is chapter analyzes how
Introduction ....................................................................................89 Valuing and Managing Brand-Consumer Relationships ................90
