Customer Relationship Marketing in Martial Arts

Authors

  • Corneliu Miron State University for Physical Education and Sports

Keywords:

sports management; sports marketing; martial arts; health policies

Abstract

The present paper reviews good practices in modern management and marketing for sports clubs, especially in the Martial Arts. Objectives:  to study how modern management and especially marketing should impact the development of martial arts clubs in Romania, by comparison to good practices identified in the USA. Prior Work: most available data is from USA, and relevant literature has been thoroughly reviewed, with an emphasis on modern marketing practices;  Approach: for the purpose of clearly identifying marketing and management influence, a survey has been submitted to all known martial arts clubs registered in Romania; Results: survey results highlight the importance of modern marketing in attracting new practitioners, while modern management should make the sports activity lucrative and profitable; Implications: present findings and their interpretation are meant to provide academics and researchers with a foundation for further studies, as well as to send a signal to the policy-makers in charge;  Value: according to our knowledge, this is the first study on this subject in Romania, and its’ importance is relevant as a significant part of the health system and policies.

Author Biography

Corneliu Miron, State University for Physical Education and Sports

PhD Candidate Pedagogy

References

Connor, L. (2019, November 7). The Martial Arts Business Statistics You Need to Know. Glofox Blog. https://www.glofox.com/blog/martial-arts-business-statistics/

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Ko, Y. J. (2003). Martial arts marketing: Putting the customer first (p. 7) [Thesis].

Ko, Y., & Kim, Y. (2010). Martial arts participation: consumer motivation. International Journal of Sports Marketing and Sponsorship, 11(2), 2–20. https://doi.org/10.1108/ijsms-11-02-2010-b002

Marketing 360. (2019, October 13). How To Market a Martial Arts School - 6 Dojo Marketing Tips, Ideas, & Strategies. Marketing 360® Blog. https://blog.marketing360.com/local-advertising/how-to-market-a-martial-arts-school-6-dojo-marketing-tips-ideas-strategies/

McNamara, J. D. (2008, March 14). The Effect of Modern Marketing on Martial Arts and Traditional Martial Arts Culture. The Sport Journal. https://thesportjournal.org/article/the-effect-of-modern-marketing-on-martial-arts-and-traditional-martial-arts-culture/

PerfectMind. (2020). 20 Ways to Promote your Martial Arts School. Blog.perfectmind.com. https://blog.perfectmind.com/20-ways-to-promote-your-martial-arts-school.

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Published

2021-06-30

Issue

Section

Sports Governance. Modern Methods and Practices