文章基本信息

标题：IMPLEMENTAÇÃO DE AÇÕES DE MARKETING EM UM CLUBE DE FUTEBOL: O CASO NO VILHENA ESPORTE CLUBE
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作者：Hélio Mauro Viana Martins ; Marcos Vinicius Cardoso
期刊名称：Revista de Gestão e Negócios do Esporte
电子版ISSN：2448-3052
出版年度：2016
卷号：1
期号：1
页码：79-90
出版社：Fundação Instituto de Administração
摘要：This study analyzes the implementation of marketing activities in a club with little national expression, however, with a high representation in the home state of Rondônia: Vilhena Esporte Clube (VEC). VEC is a soccer team with regular status and national capital, and carries out its activities exclusively in the entertainment industry. VEC has already won five State Championships, and it is considered one of the top clubs of the state of Rondônia. The actions implemented in the club were: Enabling social networks - Facebook and Instagram, Publicity Project, Loyal Supporter Program - Wolf of Cerrado and Marketing Activation in the press. The data collection occurred via open interviews, which were held with the directors of the company FutGestão, whose have implemented the intervention project in Vilhena Esporte Clube, to understand the details of marketing activities, to raise funds and increase the relationship of the fans. The results of actions implemented in the VEC were satisfactory for the beginning of a marketing department in a small football club, who managed to get sponsorship and increase the relationship with their fans.
关键词：Relationship Marketing; Social Media; Social Fan; Sponsorship.