customer relationship management – Sports Business Research Academy

Customer Equity: Why BSC Young Boys fans might have one of the highest customer values in Swiss football

By Dr. Sebastiano Mereu on April 21, 2015 • ( 3 Comments )

There is an obvious relationship between the investment a company makes in a customer relationship and the return that investment generates (Grant, 2008:324). Kotler (2003:76) claims that the aim of customer relationship […]

The five primary objectives that football brands can pursue in the ‘groundswell’

By Dr. Sebastiano Mereu on June 30, 2014 • ( 3 Comments )

Charlene Li and Josh Bernoff pioneered the term groundswell in their 2008 book release. Li and Bernoff define the groundswell as ‘A social trend in which people use technologies to get the things they […]