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Estrategias de marketing en clubes deportivos [Marketing strategies in sport clubs]  [cached]
Juan Francisco Nogales González
E-balonmano.com : Revista de Ciencias del Deporte , 2009,
Abstract: Resumen El objetivo principal de este artículo es resaltar la importancia que tiene el marketing en el mundo del deporte. Durante los últimos a os, se han producido numerosos e importantes avances en el estudio y en la formalización del marketing aplicado al área de los servicios, los cuales obligan a actualizar los planteamientos y enfoques que se siguen en su aplicación. Los estudios más recientes en la utilización del marketing en las entidades deportivas, demuestran que la aplicación aislada del marketing tradicional no es suficiente, por sí solo, para asegurar el éxito de mercado y que es necesario complementarlo con otras dos disciplinas desarrolladas en gran parte en el sector servicios y llegar, de esta manera, a un enfoque nuevo y específico de marketing deportivo. Este nuevo enfoque ha de estar integrado por tres áreas claramente diferenciadas y complementarias entre sí: el marketing tradicional, el marketing interactivo y el marketing interno. Palabras clave: Marketing, interactivo, club deportivo, socios, clientes. Abstract The principal aim of this article is stand out the importance of sport marketing in the sport world. During last years, numerous advances have been appear about sport marketing in services. These advances force to update the application of these approachs. Recents studies in the use of marketing in sports organizations show that the isolate application of traditional marketing is insufficient to ensure the succes, and there is need to improve it with other two developed disciplines to reach a new idea of sport marketing. This new view and perspective must be composed by three areas: traditional marketing, interactive marketing and internal marketing. Key words: Marketing, interactive, sport club, members, customers.
The strategic importance of internet usage as new media tool in the studies of sports marketing: “Analysis of sports clubs’ websites in Turkey and England”
Bora ?avu?o?lu,Gülay Oztürk,Baris Kara
International Journal of Human Sciences , 2011,
Abstract: Sports being of great interest around the world has been an important factor in the marketing field thanks to both favorite sportsmen and its reaching a large target audience. The competition existed in its any field makes it necessary to be carried out a strategic marketing plan so as to raise awareness of each sport club. It attracts attention that the sport clubs in the process of branding in accordance with their marketing targets consider the developments in new media and try to be dominant in marketing activities by taking the advantage of internet. Within this context, the great interest and adherence towards sports; how sports clubs having the most championships in the last ten years both in Turkey and England use internet in the marketing field; similarities and differences between them are presented in this study through the method of content analysis of each sport clubs’ website. It has been found that English sports clubs among the other clubs analyzed in this study are more successful in both being corporate, sports marketing and using social media.
Associate prof. IOAN GALEA, Phd.
Arena : Journal of Physical Activities , 2012,
Abstract: The aim of the study is an analysis of the functional components of public sports organizations - association or sports club - for improving sports performance funding. Methods: to define and ranking functions within organizations we have used value analysis. For diversification of sports organizations we have suggested several possible marketing strategies applied in our country. Results: obvious lack of sports per- formance related services that bring additional revenue sports organi- zations under public law in our country. Conclusions: clubs and sports associations under public law does not generate income to support sport performance – they are just consuming. Need for a functional expansion of sport organizations components by diversifying con- sumer services to sport.
Strategic marketing planning in the sport  [PDF]
Choregia , 2007,
Abstract: The business sector has long recognized the contribution of marketing planning in the financial success. The sport sector has begun to recognize the usefulness of strategicmarketing planning as well. Many sport researchers have argued that without the improvement of strategic marketing planning activities, sport will not survive to the competitive environment of the entertainment industry. The purposes of this study are to: (a) examine the strategic marketing planning process, and (b) propose a strategic marketing planning process for the sport sector and analyze its various elements. If the sport managers follow the proposed strategic marketing planning process, they will be able to handle the complicated sport business environment and deliver higheconomic benefits.
Ridvan Ekmekci,Y. Aytul Dgli Ekmekci
Pamukkale Journal of Sport Sciences , 2010,
Abstract: Marketing which is entered to almost our whole life, now more than goods and services, became an important concept of ideas, persons, institutions, events, and facilities. As a main activities of business co. marketing has an important place in sports industry. Recently, the development of special sport marketing strategies and the presentation of sport goods and services to consumers are gaining importance. Efforts of increasing income of sport clubs, because of sport organization popularity, either media or sports business co. started to focus on marketing structure like other business services. Because of definition of sports usage, the term of “Sports Marketing” was used firstly by Advertising Age in 1978 as an increasing presentation tool in industrial merchandise and service marketing. Sport marketing, adapted from general marketing definitions, was defined as “ includes arrangement of all activities to meet needs and wants of sports consumers.” (Mullin, Hardy, Sutton, 2000:8-9).
Tomas E. Boye
Pamukkale Journal of Sport Sciences , 2011,
Abstract: One of the strategy implementations in the achievement of the Nigeria Sport policy development is effective sport marketing (Onifade, 1999). The Nigerian government has been said to be solely responsible for funding and marketing sports hence, achieving the sports developmental goal is at its lowest ebb (Esuku, 2003).This study examined the socio- psychological sports marketing attitudes of the stakeholders in the achievement of sports goal by 2020. It also determined attitudes of stakeholders towards sports marketing. The participants for the study consisted 1,200 Nigerian sampled from twelve States and from the various professions, who are stakeholders to sports marketing (corporate and private organizations, sports Journalists, sports psychologists, sports councils, ministry of sports, coaches, labour unions, University and athletes). They were purposively sampled. The main research tool was the questionnaire that was used to obtain information on the different variables. The descriptive statistics of frequency and percentages were used for the analysis of the demographic information, while inferential statistics of one way analysis of variance (ANOVA) was used to test the hypotheses formulated at 0.05 level of significance. The results confirmed that Nigerian government is solely responsible for marketing sports which ought not to be if effective sports marketing must be realized toward the attainment of the millennium goals. Also revealed are fair positive socio- psychological attitudes of few corporate organizations, and negative socio- psychological attitudes from individuals of most corporate organizations. Suggestions were advanced towards the improvement of achieving the sports developmental goals.
A cria??o dos clubs nas pra?as públicas da cidade de Porto Alegre (1920-1940)
Cunha, Maria Luisa Oliveira da;Mazo, Janice Zarpellon;
Revista Brasileira de Ciências do Esporte , 2010, DOI: 10.1590/S0101-32892010000200009
Abstract: the diffusion of sport practices in public squares of the city porto alegre in the 1920's and the improvements carried out in these spaces in order to promote sociability and leisure had favored the invention of sport clubs in those squares. the purpose of this study is to identify how the emergence of the clubs has occurred in public squares of porto alegre. document analysis revealed that the squares' clubs had constructed similar representations to the ones found in sport associations. the organization of teams, the creation of their own statues, the adoption of flammules and the participation in sport events are examples of cultural representations and practices established by the squares' clubs.
Sex and sport: chlamydia screening in rural sporting clubs
Fabian YS Kong, Jane S Hocking, Chris K Link, Marcus Y Chen, Margaret E Hellard
BMC Infectious Diseases , 2009, DOI: 10.1186/1471-2334-9-73
Abstract: We aimed to recruit young people from the Loddon Mallee region of Victoria, Australia between May and September 2007. After a night of sporting practice, participants provided a first pass urine sample, completed a brief questionnaire regarding risk taking behaviour and were then provided with condoms and health promotion materials about sexually transmitted infections (STIs). Those positive for chlamydia were managed by telephone consultation with a practitioner from Melbourne Sexual Health Centre.A total of 709 young people participated (77% male, 23% female), 77% being sexually active. All provided a urine sample and completed the questionnaire. Participation rate on recruitment nights was over 95%. Overall chlamydia prevalence in those sexually active was 5.1% (95%CI: 3.4–7.3), 7.4% in females (95%CI: 3.5–13.6) and 4.5% in males (95%CI: 2.7–6.9).Sporting clubs represent a feasible, acceptable and innovative community based setting to screen, treat and educate young people in a rural and regional setting, especially for males.Chlamydia (Chlamydia trachomatis) is the most prevalent bacterial sexually transmitted infections (STI) in the western world [1] and the most common notifiable infectious disease in Australia. [2] The number of chlamydia notifications in Australia has increased by 92% over the past five years. [3] Infection is largely concentrated among young adults with approximately 80% of notifications being among young men and women aged 15 to 29 years. Chlamydia infection can cause significant morbidity, particularly for women; up to two-thirds of cases of tubal infertility and one-third of cases of ectopic pregnancy may be directly attributable to chlamydia infection.[4] As over 80% of infections in men and women are asymptomatic [4] screening or testing of asymptomatic individuals is necessary to detect cases and provide treatment.Nationally only about 8% of young women and 2% of young men aged 15 to 24 years are tested for chlamydia each year, mainly
Sport Marketing Consulting Strategies and Tactics: Bridging the Academy and the Practice  [cached]
Choregia , 2008,
Abstract: Sport marketing academics have increasingly recognized the value of making their work more relevant to practitioners. However, there is little literature about specific strategies and tactics for academics to conduct research that will be of use to sport marketing practitioners. In this paper,I will suggest some strategies and tactics for sport marketing academics interested in identifying and pursuing consulting opportunities in the sport industry. Drawing on my experience as a sport marketing consultant, I suggest that academics seeking to work with practitioners should focus their attention on sponsorship sales support, marketing planning and sponsorship activation, and sponsorship and marketing evaluation.
Prioritization of the Factors Effecting Privatization in Sport Clubs: With AHP & TOPSIS Methods - Emphasis in Football  [PDF]
Mahdi Salimi,Mohammad Soltanhosseini,Donia Padash,Ebrahim Khalili
International Journal of Academic Research in Business and Social Sciences , 2012,
Abstract: The review of the literature in Sports Privatization indicates that approximately all the countries of the world place a significant value on the role and position of privatization of sports. However it should be taken into consideration that privatization in sports is not effective in its own sense; it is unpredictable that only privatization in sports is profitable without the provision of a set of conditions; as such the present research focuses on the most important factors affecting the privatization of the sports clubs and their prioritization. After studying the research literature and current status of privatization of sport clubs and interviewing with the practitioners and teachers, familiar with the subject of the research, the factors affecting privatization of sport clubs was extracted. Decisional Hierarchy Tree was then drawn and a questionnaire was designed including 47 questions. Since the inconsistency rate calculated in this study is less than 0.1. Therefore it can be said that the questionnaire is valid."For the purpose of ranking the criteria, the AHP and TOPSIS approaches which are considered two important methods of MADM models, were applied. Since the results of administering the two methods were not in line, the results were combined by calculating the average mean. Eventually the economical aspects were considered the most significant factor; the other rankings included the administrative and management aspects, the legal aspects and the social aspects respectively. Moreover, the sub-criteria of these factors that numbered 31 were prioritized as well. Consequently, the officials can apply prioritization for taking essential steps in the issue of privatization".
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