The influence of communication on an effective relationship marketing strategy for sport unions in the new millennium
Relationship marketing is a paradigm shift and it is associated with the return of direct marketing both in business-to-business and business-to-consumer markets (Seth & Parvatiyar 1995). This paradigm shift in marketing focuses on acquisition and retention in building and ensuring long-term re...
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| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-10-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1842 |
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| Summary: | Relationship marketing is a paradigm shift and it is associated with the return of
direct marketing both in business-to-business and business-to-consumer markets
(Seth & Parvatiyar 1995). This paradigm shift in marketing focuses on acquisition and
retention in building and ensuring long-term relations with clients and therefor requires
the integration of proper communication principles. A long-term relationship is
recognised as a very important and basic ingredient of marketing, securing and keeping
customers and can be regarded as a tool for the new millennium.
Many relationship marketing definitions are provided in services marketing, industrial
marketing, bank marketing, advertising and business strategy. To best understand
relationship marketing Morgan and Hunt (1994) propose that “.... relationship marketing
refers to all marketing activities directed toward establishing, developing and
maintaining successful relational exchanges.”
A good relationship is characterised by commitment and trust. According to Morgan
and Hunt (1994), relationship commitment and trust is influenced by relationship
termination cost, relationship benefits, shared values, communication and opportunistic
behaviour. The application of a successful relationship marketing strategy in practice
is therefor based on the adherence to the principles of effective communication. In
future, effective communication can be regarded a major contributing factor to the
marketing effectiveness of enterprises in general and sport unions as a whole. Through
proper implementation of the communication principles, the relationship marketing
practitioner will in the new millennium, ensure survival in a tremendously competitive
environment
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| ISSN: | 0259-0069 2957-7950 |