Pine & Gilmore’s (1999) bestselling book “The Experience Economy – work is theater & every business a stage” marked the concept’s (i.e. experience economy) rapid blossoming. Following the development of economic offerings, which ranges from the economization of 1) commodities (in the agrarian economy), 2) goods (in the industrial economy), 3) services (in the service economy) […]
Tag Archives | fodboldøkonom kenneth cortsen
Gæsteindlæg: OK Benzin & sportsmarketing
Skrevet af danske sportsmanagement-studerende: Diana Jacobi, Mikkel Kallestrup Johansen, Cecilia Oddermose, Jes Sonnichsen & Ann-Charlotte Christiansen – (red. Kenneth Cortsen). Nedenstående indlæg kaster et blik på OK Benzin og anvendelsen af sportsmarketing som led i firmaets brandmanagement. Awareness Vi kender alle de sjove reklamer fra tv vedr. det lokale fodboldhold, der deler baner med spydkasterne[1] […]
Money in professional sports – looking at US major sports leagues
In professional sports, there is a clear association with money. Sports celebrities in the most commercialized sports are profitable properties. This post gives you some insights into the revenue streams of professional athletes. Though, the probability that YOU will end up as one of the world’s most money-spinning athletes is VERY LOW. Competition is fierce […]
Football marketing – activation of players and coaches – Liverpool FC case
By Kenneth Cortsen on October 28, 2013 in Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
Research has shown that sports stars and celebrities are very influential in relation to young sports fans regarding these fans’ behavioral intentions in switching products, producing brand loyalty and word-of-mouth. That concludes that sports stars are significant socialization with huge potential of impact on purchase intentions and consumption patterns (Dix et al., 2010; Appelbaum et […]
Fan relationship management – ‘breaking through the clutter’
By Kenneth Cortsen on October 24, 2013 in Sport & Events, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
Tell me, and I will forget. Show me, and I may remember. Involve me, and I will understand. (Confucius, BC 450) Video: stimulating football fans before ‘El Classico’, i.e. FC Barcelona vs. Real Madrid. Fan relationship management is a ‘mind game’ in the sense that the strongest sports entities are those capable of positioning themselves […]