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    Las organizaciones deportivas olímpicas en Colombia : experiencias de mercadeo que promuevan la fidelización y el valor de marca
    (Universidad EAFIT, 2020) Londoño López, Daniel; Hernández Toro, Juan Pablo; Uribe Ochoa, Beatriz Amparo; Saldarriaga Sierra, Adriana Marcela
    This research work had as a general objective to propose, for Olympic sports organizations in Colombia, marketing experiences that promote brand loyalty and value. The research approach was qualitative, exploratory-descriptive, with in-depth interviews as a data collection instrument applied to a population made up of ten sports leaders. The results evidenced the flaws between the duty to be business and the authoritarian or “presidentialist” management given to Olympic sports organizations, in which their legal representative has multipurpose functions, not very strategic and effective. Likewise, the little use and relevance of marketing in the organizational strategy was evidenced, which implies that a great opportunity to boost the economy of these entities and the country is lost. Thus, it is concluded that it is necessary to propel marketing strategies that are experiential and, therefore, generate brand value, subsequent positioning and customer loyalty.