Jannik Horsmann

Mobile and E-marketing in Professional Basketball: Comparison of Mobile and E-marketing Strategies of First-division Basketball Clubs in England and ... and the Impacts for Crm and Customer Loyalty Jannik Horsmann

The Internet and the latest technological innovations such as blogs, social media, podcasts, etc. have recently received a considerable amount of interest in the academic literature. Marketers have recognised the remarkable power of these tools in disseminating messages and establishing close relationships with customers. This work presents a snapshot of the current usage of e-marketing and mobile marketing tools and technologies applied by English and German first-division basketball teams. It further compares the two markets with regards to their size and characteristics. A series of semi-structured interviews with marketing executives or managing directors of first-division basketball clubs from England and Germany has been conducted.