PASSION AS FORMER OF CHOICE

ANALYSIS OF THE RELATIONSHIP MARKETING OF GRÊMIO ESPORTIVO BRASIL

Abstract

This article aims to analyze the relationship marketing strategies employed by Grêmio Esportivo Brasil, in order to assess the effects on the conversion of the fans in affiliates. The study also intends to analyze the effects that the application of relationship marketing can generate in the retention of affiliates and verify the effectiveness of the strategy used in the conversion of attitudinal fans into behavioral fans. In order to achieve the objectives, as instruments of data collection, semi-structured interviews were conducted with three club managers and questionnaires were applied to 181 associates, selected at random. The study consists of a research whose approach is mixed. It is a research that is classified in relation to the objectives as descriptive. Regarding the procedures, it consists of a case study and survey. It was possible to verify the low knowledge of the club managers about relationship marketing tools, which makes it difficult to convert fans into affiliates. In addition, it was noticed that the club needs to monitor the implemented marketing strategies.