... the cornerstones of marketing. He characterised relationship marketing (RM) as the “leading new approach to marketing”. He defined the concept as: Marketing is to establish, maintain, and enhance relationships with customers and other partners, at a profit, so that the objectives of the parties involved...

... communication Networks Relationship marketing The phenomenon of sponsorship has broadened substantially and is no longer the relatively limited set of activities it was in the late 1960s and early 1970s. It has become an increasingly popular medium of corporate communication, especially among...

... relationships, involves probably more than the mere sum of all these bi‐lateral links. This paper first relates the principles of relationship marketing to the sports industry and presents a graphical representation of its multiple players and the relationships that bind them. Then, based on qualitative...