As estratégias de relacionamento sócio torcedor: o caso do Ceará Sporting Club

Abstract

This dissertation has as an mean purpose of analyze the relationship marketing strategies used by Ceara Sporting Club to attract and retain his associated fans and the impact that this cause in the planning of the club. A theoretical foundation was held presenting the concepts and reflections about marketing, focusing in relationship marketing, and uses of mixing marketing and analysis of sports marketing. The methodology used was a case study, through a questionnaire and systematic observations applied to the administrative director and the marketing director of Ceara Sporting Club. The analysis and interpretation of data were presented through the approach and experience in management of the people interviewed. In conclusion, the member program, despite not being the biggest in monetary values, is a source of constant income throughout the year and has a significant impact on the planning of that institution.