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Marketing in the administration system of sport organization (0.25 Mb, pdf) Read
Authors:
Скороходов Сергей Николаевич
Annotation:

The research paper attempts to consider sport marketing in terms of managerial process and social functions in the sport industry. The relevance of the chosen research field is determined by the need for a deeper theoretical analysis of the “sport marketing” concept from the point of view of economic and sociological scientific approaches for developing methodical recommendations and subsequent practical application of all elements of strategic sport marketing. In order to achieve these goals, the author uses the method of analyzing and summarizing scientific and methodical literature of both foreign researchers and Russian theorists and practitioners in the field of sport management and marketing. The result of the research is a scientifically grounded conclusion that sport marketing is a complex of managerial and social measures ensuring the effective functioning of a sport organization in the sphere of selling and promoting sport goods and services in the external environment. At the same time, the functional orientation and component of sport marketing does not exclude the possibility of using its internal potential for achieving set goals and objectives in the field of management (administration) of a sport organization. When determining the pathways for implementing the strategy of sport marketing, the organization takes into account the consumer value of the proposed product (product or service), as well as the purchasing and value-oriented ability of the target user. For these purposes, it is necessary not only to expand the range of products, but also to segment the client database in order to design better channels for marketing and promoting goods and services.

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