Electronic Fan Relationship Management: How a Professional Sports Team Can Successfully Use the Internet to Manage and Develop Fan Relationships - Paperback

by Bob Goldwasser (Author)

Most forward thinking organizations today realize the value of a customer relationship management program to achieve increases in revenue, profitability and customer satisfaction, and today the Internet can provide that avenue to develop and strengthen their customer relationships. Professional sports teams have not yet taken advantage of the capabilities of the Internet to manage their customer/fan relationships, and this research will demonstrate how a professional sports team can successfully use the Internet to manage and develop their fan relationships. By developing an electronic Fan Relationship Management (e-FRM) program, a professional sports team can develop long term relationships with its fans around the globe. In this eye-opening book, Dr. Bob Goldwasser establishes that a strong e-FRM program must include a team web site full of interactive features, an email and text messaging fan outreach program and in-game enhancements using the Internet, and if implemented Dr. Goldwasser demonstrates that fans are more likely to visit a team web site and more likely to attend future games. An aggressive e-FRM program will engage avid sports fans and will entertain the occasional fan. Dr. Goldwasser challenges every professional sports team to use the Internet to increase fan retention and loyalty and to enhance the fan's game experiences, thus building long term relationships with their fans which will positively impact the team's profitabilty.

Author Biography

Dr. Bob Goldwasser earned his Doctorate in Business Administration from the Grenoble Ecole de Management in Grenoble, France, under the direction of Dr. Michel Polski, Professor of Sports Marketing. He previously was named the Ernst and Young Louisiana Entrepreneur of the Year for his creativity, perseverance and success in the business world, and he now is an Adjunct Business Professor at a number of the top online universities in the area of Business and Technology, e- Business and Customer Relationship Management. Dr. Bob, as he is known by his students, is working with a number of sports teams and organizations helping them to communicate and to connect with their fans using the Internet. He is an avid sports fan and now lives with his wife and two daughters in the New Orleans area.