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Linking Human Resources with Internal Marketing in Football Management

Author

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  • Vlad ROSCA

    (The Bucharest University of Economic Studies, Romania)

Abstract

Facing a highly pressurized environment, football managers have to innovate to secure high levels of competitivity. Being the central figure of a club, a manager can choose to link traditional human resources practices with internal marketing strategies. This inductive research tries to construct new theories about internal marketing applied to the field of sports. The relationship between the manager and several of its key stakeholders in the club (footballers, staff, board of directors and other employees) is analyzed. Discussion results show that using marketing tactics inside the club can improve the human relationships between the members of the organization and, as a consequence, the entire performance of the club. The paper also shows how each stakeholder group impacts on the wellbeing of the football club, with the manager being portrayed as the main relational knot.

Suggested Citation

  • Vlad ROSCA, 2015. "Linking Human Resources with Internal Marketing in Football Management," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 16(3), pages 372-384, July.
    • Handle: RePEc:rom:rmcimn:v:16:y:2015:i:3:p:372-384
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    File URL: https://rmci.ase.ro/no16vol3/07.pdf
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    References listed on IDEAS

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    1. Pitt, Leyland F. & Foreman, Susan K., 1999. "Internal Marketing Role in Organizations: A Transaction Cost Perspective," Journal of Business Research, Elsevier, vol. 44(1), pages 25-36, January.
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    3. Collins, Brett & Payne, Adrian, 1991. "Internal marketing: A new perspective for HRM," European Management Journal, Elsevier, vol. 9(3), pages 261-270, September.
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    6. Ion STAVRE, 2013. "Mass Media in Search of a New Management and Business Model," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 14(5), pages 724-730, December.
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    Cited by:

    1. Aurelia Dumitru & Alina Georgiana Motoi & Andrei Bogdan Budica, 2015. "What kind of leader is a manager?," Annals of the University of Craiova for Journalism, Communication and Management, Department of Communication, Journalism and Education Sciences, University of Craiova, vol. 1(1), pages 50-60, December.

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    More about this item

    Keywords

    internal marketing; football management; sports marketing; human resources.;
    All these keywords.

    JEL classification:

    • M12 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Personnel Management; Executives; Executive Compensation
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M5 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics

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