David Falk: Algunas cuestiones abiertas para el marketing deportivo. [David Falk: Some open questions for the sports marketing arena].

José A. Martínez

Resumen


David Falk, el que fuera el representante del jugador de baloncesto Michael Jordan, es una figura de referencia para el marketing deportivo. Falk contribuyó decisivamente a revitalizar el marketing deportivo, ayudó a construir lo que probablemente sea la relación comercial más importante del deporte (Jordan-Nike),  y llevó hasta el extremo la filosofía de que en la negociación lo importante es que tu cliente llegue a conseguir el  máximo dinero posible, más allá de que ese sea su valor de mercado o que el propio mercado pueda admitir esa inflación. En este artículo se repasan algunos de los hechos más destacados de su vida profesional y, desde una perspectiva crítica, se relacionan con varias cuestiones abiertas que el mundo académico y profesional del deporte continúa discutiendo.

Abstract

David Falk, former agent of the basketball player Michael Jordan, is a figure of reference for sports marketing. Falk was instrumental in revitalizing the sports marketing. He helped to build what is probably the most important relationship in sport business (Jordan-Nike), and strongly defended a radical philosophy of negotiation, where the most important is the maximization of  client gains, regardless their true market value or if  the market can admit such inflation. This article reviews some of the highlights of his career facts and, from a critical perspective, discusses several open issues related to the academic and professional world of sports. To achieve this aim, several recent contributions to the marketing and sports literature are commented.

http://dx.doi.org/10.5232/ricyde2015.04007

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Palabras clave/key words


David Falk; negociación; deporte profesional; marketing deportivo; negotiation; professional sport; sport marketing.

Texto completo/Full Text:

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RICYDE. Revista Internacional de Ciencias del Deporte
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Publisher: Ramón Cantó Alcaraz
ISSN:1885-3137 - Periodicidad Trimestral / Quarterly
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