Marketing de relacionamento no futebol: o programa sócio-torcedor do Sport Club Corinthians Paulista

Detalhes bibliográficos
Ano de defesa: 2016
Autor(a) principal: Martins, Fabiano Fernandes lattes
Orientador(a): Las Casas, Alexandre Luzzi
Banca de defesa: Não Informado pela instituição
Tipo de documento: Dissertação
Tipo de acesso: Acesso aberto
Idioma: por
Instituição de defesa: Pontifícia Universidade Católica de São Paulo
Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Administração
Departamento: Faculdade de Economia, Administração, Contábeis e Atuariais
País: Brasil
Palavras-chave em Português:
Marketing esportivo
Marketing de relacionamento
Sócio torcedor
Palavras-chave em Inglês:
Relationship marketing
Partner fan
Corinthians
Área do conhecimento CNPq:
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
Link de acesso: https://tede2.pucsp.br/handle/handle/19050
Resumo: The cultural and socio-economic importance of football in the country is portrayed in the Brazilian daily. The sport exhibition has great space in all forms of communication and has been a strategic partner to transmit the messages from different companies. In this context, the demand for sports marketing has grown each year and football has become a major player. However, sports organizations increasingly need of revenue to keep doing football entertainment, an event and an attractive sport. This is the moment where relationship marketing, through partner programs fans, reveals a great ally. Through a case study of the relationship and loyalty program of the Sport Club Corinthians Paulista, called Faithful Fan, it was revealed that the socio fan program creates differentiation, loyalty and strengthens the sports brand, becoming a powerful means of consumer supporter transformation
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spelling Las Casas, Alexandre Luzzihttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8452590Y0Martins, Fabiano Fernandes2016-09-19T18:15:58Z2016-05-12Martins, Fabiano Fernandes. Marketing de relacionamento no futebol: o programa sócio-torcedor do Sport Club Corinthians Paulista. 2016. 106 f. Dissertação (Mestrado em Administração) - Programa de Estudos Pós-Graduados em Administração, Pontifícia Universidade Católica de São Paulo, São Paulo, 2016.https://tede2.pucsp.br/handle/handle/19050The cultural and socio-economic importance of football in the country is portrayed in the Brazilian daily. The sport exhibition has great space in all forms of communication and has been a strategic partner to transmit the messages from different companies. In this context, the demand for sports marketing has grown each year and football has become a major player. However, sports organizations increasingly need of revenue to keep doing football entertainment, an event and an attractive sport. This is the moment where relationship marketing, through partner programs fans, reveals a great ally. Through a case study of the relationship and loyalty program of the Sport Club Corinthians Paulista, called Faithful Fan, it was revealed that the socio fan program creates differentiation, loyalty and strengthens the sports brand, becoming a powerful means of consumer supporter transformationA importância cultural e socioeconômica do futebol no país é retratada no cotidiano dos brasileiros. A exposição do esporte tem grande espaço em todas as formas de comunicação e tem sido parceira estratégica para transmitir as mensagens das mais diversas empresas. Nesse contexto, a demanda pelo marketing esportivo tem crescido a cada ano, e o futebol, se tornado um grande protagonista. Contudo, as entidades esportivas precisam cada vez mais de receitas para continuar fazendo do futebol um entretenimento, um evento e uma prática esportiva atraente. É nesse momento que o marketing de relacionamento, através dos programas de sócio-torcedores, revela-se um grande aliado. Por meio de um estudo de caso do programa de relacionamento e fidelização do Sport Club Corinthians Paulista, denominado Fiel Torcedor, revelou-se que o programa sócio-torcedor cria diferenciação, fideliza e fortalece a marca esportiva, tornando-se um poderoso meio de transformação do torcedor em consumidorapplication/pdfhttp://tede2.pucsp.br/tede/retrieve/39763/Fabiano%20Fernandes%20Martins.pdf.jpgporPontifícia Universidade Católica de São PauloPrograma de Estudos Pós-Graduados em AdministraçãoPUC-SPBrasilFaculdade de Economia, Administração, Contábeis e AtuariaisMarketing esportivoMarketing de relacionamentoSócio torcedorRelationship marketingPartner fanCorinthiansCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOMarketing de relacionamento no futebol: o programa sócio-torcedor do Sport Club Corinthians PaulistaDissertaçãoinfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da PUC_SPinstname:Pontifícia Universidade Católica de São Paulo (PUC-SP)instacron:PUC_SPTEXTFabiano Fernandes Martins.pdf.txtFabiano Fernandes Martins.pdf.txtExtracted texttext/plain207134https://repositorio.pucsp.br/xmlui/bitstream/handle/19050/4/Fabiano%20Fernandes%20Martins.pdf.txt0f31a1b1490badffcbabd24abc62292eMD54LICENSElicense.txtlicense.txttext/plain; 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dc.title.por.fl_str_mv Marketing de relacionamento no futebol: o programa sócio-torcedor do Sport Club Corinthians Paulista
title Marketing de relacionamento no futebol: o programa sócio-torcedor do Sport Club Corinthians Paulista
spellingShingle Marketing de relacionamento no futebol: o programa sócio-torcedor do Sport Club Corinthians Paulista
Martins, Fabiano Fernandes
Marketing esportivo
Marketing de relacionamento
Sócio torcedor
Relationship marketing
Partner fan
Corinthians
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
title_short Marketing de relacionamento no futebol: o programa sócio-torcedor do Sport Club Corinthians Paulista
title_full Marketing de relacionamento no futebol: o programa sócio-torcedor do Sport Club Corinthians Paulista
title_fullStr Marketing de relacionamento no futebol: o programa sócio-torcedor do Sport Club Corinthians Paulista
title_full_unstemmed Marketing de relacionamento no futebol: o programa sócio-torcedor do Sport Club Corinthians Paulista
title_sort Marketing de relacionamento no futebol: o programa sócio-torcedor do Sport Club Corinthians Paulista
author Martins, Fabiano Fernandes
author_facet Martins, Fabiano Fernandes
author_role author
dc.contributor.advisor1.fl_str_mv Las Casas, Alexandre Luzzi
dc.contributor.authorLattes.fl_str_mv http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8452590Y0
dc.contributor.author.fl_str_mv Martins, Fabiano Fernandes
contributor_str_mv Las Casas, Alexandre Luzzi
dc.subject.por.fl_str_mv Marketing esportivo
Marketing de relacionamento
Sócio torcedor
topic Marketing esportivo
Marketing de relacionamento
Sócio torcedor
Relationship marketing
Partner fan
Corinthians
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
dc.subject.eng.fl_str_mv Relationship marketing
Partner fan
Corinthians
dc.subject.cnpq.fl_str_mv CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
description The cultural and socio-economic importance of football in the country is portrayed in the Brazilian daily. The sport exhibition has great space in all forms of communication and has been a strategic partner to transmit the messages from different companies. In this context, the demand for sports marketing has grown each year and football has become a major player. However, sports organizations increasingly need of revenue to keep doing football entertainment, an event and an attractive sport. This is the moment where relationship marketing, through partner programs fans, reveals a great ally. Through a case study of the relationship and loyalty program of the Sport Club Corinthians Paulista, called Faithful Fan, it was revealed that the socio fan program creates differentiation, loyalty and strengthens the sports brand, becoming a powerful means of consumer supporter transformation
publishDate 2016
dc.date.accessioned.fl_str_mv 2016-09-19T18:15:58Z
dc.date.issued.fl_str_mv 2016-05-12
dc.type.driver.fl_str_mv Dissertação
info:eu-repo/semantics/masterThesis
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
format masterThesis
status_str publishedVersion
dc.identifier.citation.fl_str_mv Martins, Fabiano Fernandes. Marketing de relacionamento no futebol: o programa sócio-torcedor do Sport Club Corinthians Paulista. 2016. 106 f. Dissertação (Mestrado em Administração) - Programa de Estudos Pós-Graduados em Administração, Pontifícia Universidade Católica de São Paulo, São Paulo, 2016.
dc.identifier.uri.fl_str_mv https://tede2.pucsp.br/handle/handle/19050
identifier_str_mv Martins, Fabiano Fernandes. Marketing de relacionamento no futebol: o programa sócio-torcedor do Sport Club Corinthians Paulista. 2016. 106 f. Dissertação (Mestrado em Administração) - Programa de Estudos Pós-Graduados em Administração, Pontifícia Universidade Católica de São Paulo, São Paulo, 2016.
url https://tede2.pucsp.br/handle/handle/19050
dc.language.iso.fl_str_mv por
language por
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Pontifícia Universidade Católica de São Paulo
dc.publisher.program.fl_str_mv Programa de Estudos Pós-Graduados em Administração
dc.publisher.initials.fl_str_mv PUC-SP
dc.publisher.country.fl_str_mv Brasil
dc.publisher.department.fl_str_mv Faculdade de Economia, Administração, Contábeis e Atuariais
publisher.none.fl_str_mv Pontifícia Universidade Católica de São Paulo
dc.source.none.fl_str_mv reponame:Biblioteca Digital de Teses e Dissertações da PUC_SP
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