Why Sports Marketing Students Should Learn CRM

First, read Chapter 3: Customer Relationship Management. If you're still not convinced, check out this article, 5 Ways Sports Teams Use CRM Systems. 

Lastly, you can listen to the author, Kirk Wakefield, discuss key ideas about CRM here.

  1. What is CRM?
  2. According to the article, how much more likely is a fan likely to buy a ticket package if they feel the communication they received about it was customized specifically to them?
  3. How does CRM allow for mass customization of electronic communication?
  4. How can you use CRM to help sponsors know whether they're reaching their target market? (Consider data types from Ch. 3)
  5. Do CRM systems engage with social media? How?

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