%0 Journal Article
%T A PUBLICA  O ACAD¨ºMICA DE MARKETING ESPORTIVO NO BRASIL DOI: 10.5585/remark.v11i2.2327 PUBLICATION OF ACADEMIC SPORTS MARKETING IN BRAZIL
%A Andr¨¦ Francisco Alcantara Fagundes
%A Ricardo Teixeira Veiga
%A Danilo de Oliveira Sampaio
%A Caissa Veloso e Sousa
%J REMark : Revista Brasileira de Marketing
%D 2012
%I 
%R 10.5585/remark.v11i2.2327
%X O objetivo desse artigo ¨¦ analisar os trabalhos acad¨ºmicos de marketing esportivo publicados nos principais peri¨®dicos e eventos cient¨ªficos brasileiros no per¨ªodo de 1994 a 2011. Para tanto realizou-se uma pesquisa bibliogr¨¢fica a partir da qual foram selecionados os artigos que tratavam do tema. Utilizou-se um formul¨¢rio com 13 vari¨¢veis para analisar os 23 trabalhos encontrados. A an¨¢lise dos dados possibilitou algumas constata  es: (a) a maioria dos trabalhos foram publicados em eventos cient¨ªficos; (b) 85% tiveram como origem institui  es de ensino das regi es sudeste e sul; (c) estudos explorat¨®rios e emp¨ªricos representaram 74% do total; (d) 65% dos artigos foram publicados nos ¨²ltimos seis anos; e (e) observou-se uma tend¨ºncia a pesquisas relacionadas ¨¤s escolas de marketing mais tradicionais. Como a pesquisa identificou uma pequena produ  o acad¨ºmica sobre marketing esportivo no Brasil, o estudo sugere algumas op  es para incrementar essa produ  o. The aim of this paper is to analyze the academic sports marketing published in leading scientific journals and conferences in Brazil from 1994 to 2010. For this purpose, we performed a literature search from which we selected the articles that dealt with this matter. It was used a form with 13 variables to analyze the 23 papers found. The analysis of data produced some findings: (a) most studies were published in scientific events; (b) 85% had the origin of higher education institutions from the southeast and south ; (c) exploratory studies and empirical accounted for 74% of the total; (d) 65% of papers were published in the last six years; and (e) there was a tendency to research related to the more traditional schools of marketing. As this work has identified a small academic research about sports marketing in Brazil, the study suggests some options to increase this production.
%K Sports marketing
%K Brazilian academia
%K Teaching and research in business administration
%K Marketing
%K Bibliometric study.
%U http://www.revistabrasileiramarketing.org/ojs-2.2.4/index.php/remark/article/view/2327