SPORTS MARKETING – PRECISION MARKETING

Gheorghe Jinga

Marathon, 2016, vol. 8, issue 2, 194-199

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.

Date: 2016
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