Recent articles in Sport Marketing Quarterlyhave suggested that professional sport organizations need to adapt a relationship marketing model for their operations. As a fairly complex concept, relationship marketing generally works only in businesses that have developed a keen sense of consumer communications. The reality of this situation is that many professional franchises have not mastered the basic marketing principle of communication. As an example, a letter requesting ticket information is sent to every professional football, basketball, hockey, and baseball team in the United States. The results of those requests and a discussion of the implications are included in this effort.
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