IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-02330050.html
   My bibliography  Save this paper

Be Ready to Be Excited: The WWE's Marketing Strategy and Economic Model

Author

Listed:
  • Boris Helleu

    (CesamS - Centre d'étude sport et actions motrices - UNICAEN - Université de Caen Normandie - NU - Normandie Université)

Abstract

The main activity of the World Wrestling Entertainment (WWE) focuses on organizing wrestling shows and managing the resulting media rights. The WWE has grown from a small local business into a global brand that produces original content on several platforms operating in synergy with each other. The WWE has repositioned itself in a consensual, domestic marketing niche, reducing its violent content so as to avoid competing with freestyle fighting programs. Consumer marketing analyses have long been constructed around the transactional/relational duality. Transactional marketing more specifically addresses the buying act, whereas relational marketing involves customer satisfaction and loyalty. The fans' appropriation of the WWE brand goes as far as the design of the product. Founded in 2000 as a joint venture between NBC and the WWE, the XFL was a professional football league that operated after the end of the National Football League season, with the aim of attracting both football and wrestling fans.

Suggested Citation

  • Boris Helleu, 2019. "Be Ready to Be Excited: The WWE's Marketing Strategy and Economic Model," Post-Print hal-02330050, HAL.
    • Handle: RePEc:hal:journl:hal-02330050
    DOI: 10.4324/9780429055089
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    Keywords

    Marketing; WWE;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-02330050. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.