Adopting A Relationship Marketing Paradigm: The Case of the National Basketball Association
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 January 2001
Abstract
This paper explores the adoption of a relationship marketing paradigm by the National Basketball Association. A contextualist framework was used to explore the context, content and processes of this change that evolved over a 17-year time period. Personal interviews were conducted with leaders of this league and over 80 documents were reviewed and content analyzed. The results of this study provide insights into relationship marketing and organizational change for sport managers.
Keywords
Citation
Cousens, L., Babiak, K. and Slack, T. (2001), "Adopting A Relationship Marketing Paradigm: The Case of the National Basketball Association", International Journal of Sports Marketing and Sponsorship, Vol. 2 No. 4, pp. 60-84. https://doi.org/10.1108/IJSMS-02-04-2001-B006
Publisher
:Emerald Group Publishing Limited
Copyright © 2000 by Winthrop Publications Limited