The commercialization of Romanian football has gained momentum during the past decade, as local clubs increasingly focused their efforts on marketing. At the same time, Romanian customers’ access to Internet has improved. The aim of this paper is to explore the nature of Romanian football club...

Customer lifetime value (CLV) is an established relationship marketing-centric approach to evaluating performance: based upon the significance of a customer, and what resources should be allocated towards maintaining relations - beyond short-term transactional views. The conceptual argument...