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undergraduate thesis
Marketing u sportu
2016. urn:nbn:hr:145:359116
Balić, Iva
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Balić, I. (2016). Marketing u sportu (Undergraduate thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:359116

Balić, Iva. "Marketing u sportu." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2016. https://urn.nsk.hr/urn:nbn:hr:145:359116

Balić, Iva. "Marketing u sportu." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2016. https://urn.nsk.hr/urn:nbn:hr:145:359116

Balić, I. (2016). 'Marketing u sportu', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 24 December 2024, https://urn.nsk.hr/urn:nbn:hr:145:359116

Balić I. Marketing u sportu [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2016 [cited 2024 December 24] Available at: https://urn.nsk.hr/urn:nbn:hr:145:359116

I. Balić, "Marketing u sportu", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2016. Available at: https://urn.nsk.hr/urn:nbn:hr:145:359116

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Metadata
TitleMarketing u sportu
AuthorIva Balić
MentorMane Medić (mentor)
Committee memberMane Medić (predsjednik povjerenstva)
Committee memberDražen Ćućić (član povjerenstva)
Committee memberBlaženka Hadrović Zekić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2016-09-20, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Tema ovog završnog rada je „ Marketing u sportu“, kroz koju ću približiti definicije samog marketinga i marketing miksa, sportskih proizvoda i usluga, promocije i sponzorstva sportskih proizvoda i sve ih ujediniti u sportski marketing. Kroz obilježja društvenog i sportskog marketinga obuhvatiti i obilježja „sportskog tržišta“. Sportski marketing kao poslovna funkcija odnosi se na koncepciju potražnje za sportskim proizvodima i uslugama, koncepciju zadovoljenja te potražnje, koncepciju sportskog proizvoda, koncepciju razmjene. Popularizacija industrije sporta pridonijela je razvoju koncepcije marketinga u sportu. Primjena te koncepcije nezaobilazan je dio upravljanja sportskim klubovima, savezima, ligama, sportskim priredbama i općenito industrijom sporta. Kod nas je sportski marketing još u nekim granicama neistražen, tj. tu postoji prostora za velike korake. Ta činjenica se odnosi ponajviše na sportske klubove, a manje na proizvođače sportske opreme. Podaci nam pokazuju kako se više mora poraditi na edukaciji sportskih djelatnika, a ne samo trenera. Profesionalniji pristup bi privukao i veće sponzore. Sport je u raznim oblicima ljudska svakodnevna aktivnost i vrlo važan dio ljudskog života. Kod većine se susreće u obliku rekreacije i amaterskog bavljenja sportom, ali vrlo važan dio predstavljaju oni pojedinci koji se profesionalno bave sportom. Odabrala sam ovu temu završnog rada jer je sport bitan dio mog odrastanja i ima veliku važnost u životu djece i odraslih. „Marketing u sportu“ je tema kroz koju ću spojiti znanje koje sam stekla na kolegijima smjera Marketing koje su mi pružili profesori, te iskustvo i znanje koje sam stekla kroz dugogodišnje bavljenje sportom.
Abstract (english)
The subject of this essay is Marketing in Sport, which I will use to bring together the definitions of marketing and the marketing mix, sporting goods and services and promotions and sponsorships. As an essential part of the sport business world, the concept of marketing in sport is based on the market needs for sporting goods and services. The rapid increase of fitness' popularity in the past couple of years has contributed towards the development of sports marketing. Implementing its concepts is a crucial way of managing sports clubs, unions, leagues, competitions and the industry in general. Locally, sports marketing is still undetermined in many ways and there's a lot of room for growth and improvement. This is mostly correct for sports clubs, and not sporting goods manufacturers. According to research, individuals working in the sports industry need more education. A more professional approach would also attract big sponsors. In many ways, every day physical activity is a very important part of our lives. In most cases, it comes in forms of recreation and doing amateur sports as a hobby. The important element though are professional athletes. I chose this subject because physical activity was an important part of my childhood, and because it plays an important role in the lives of children and adults. Through it, I will bring forth my knowledge gained from the marketing modules and the experience I've built while practising sports over the years.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:359116
Study programmeTitle: Marketing
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2016-11-14 16:39:49