Application of relationship marketing in non-profit organisations involved in the provision of sport and recreational services

Abstract

The marketing literature of the past decade contains many articles dealing with strategies and tactics by means of which organisations could enhance and increase the duration of their interaction with customers. The concept of relationship marketing was born from this need for long-term interaction with customers. A variety of factors have over time contributed to a need for marketing in non-profit organisations, such as non-profit sports clubs and recreation centres at local and school levels, to offset the decrease in income and membership many of these organisations experienced.


(S. African J. for Research in Sport, Physical Ed. and Recreation: 2002 24 (1): 113-130)