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Sports Marketing €“ Precision Marketing

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  • Gheorghe JINGA

Abstract

Marketers have traditionally segmented markets on the basis of demographic, geographic, psychographic, and behavioral variables. Individual customers with similar attributes and needs are grouped into segments. While sports marketers work under these same basic principles, the process has shifted from relatively static marketing planning models to include more dynamic customer relationship management models that quickly adapt to changing customer states and behaviors that can result in day-to-day or even second-by second adjustments. Precision marketing offers customized benefits targeted to specific individuals based upon personal characteristics collected through the organization’s customer database.

Suggested Citation

  • Gheorghe JINGA, 2016. "Sports Marketing €“ Precision Marketing," Marathon, Department of Pshisycal Education and Sport, Academy of Economic Studies, Bucharest, Romania, vol. 8(2), pages 194-199, December.
    • Handle: RePEc:rom:marath:v:8:y:2016:i:2:p:194-199
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    References listed on IDEAS

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    1. Richins, Marsha L & Bloch, Peter H, 1986. "After the New Wears Off: The Temporal Context of Product Involvement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(2), pages 280-285, September.
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