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undergraduate thesis
Pozicioniranje sportskog kolektiva u digitalnom okruženju
2019. urn:nbn:hr:145:496443
Končarević, Mihael
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Končarević, M. (2019). Pozicioniranje sportskog kolektiva u digitalnom okruženju (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:145:496443

Končarević, Mihael. "Pozicioniranje sportskog kolektiva u digitalnom okruženju." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:145:496443

Končarević, Mihael. "Pozicioniranje sportskog kolektiva u digitalnom okruženju." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:145:496443

Končarević, M. (2019). 'Pozicioniranje sportskog kolektiva u digitalnom okruženju', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 13 April 2024, https://urn.nsk.hr/urn:nbn:hr:145:496443

Končarević M. Pozicioniranje sportskog kolektiva u digitalnom okruženju [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2019 [cited 2024 April 13] Available at: https://urn.nsk.hr/urn:nbn:hr:145:496443

M. Končarević, "Pozicioniranje sportskog kolektiva u digitalnom okruženju", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:145:496443

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Metadata
TitlePozicioniranje sportskog kolektiva u digitalnom okruženju
Title (english)Positioning of the sport collective in the digital environment
AuthorMihael Končarević
MentorAntun Biloš (mentor)
Committee memberAntun Biloš (predsjednik povjerenstva)
Committee memberDavorin Turkalj (član povjerenstva)
Committee memberDrago Ružić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2019-09-19, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Cilj ovog rada je prikazati međuodnos sporta i marketinga, definirajući marketing u sportu te prikazujući povijest i razvoj istoga. Imajući na umu važnost sporta na globalnoj razini te njegov utjecaj na cjelokupno tržište, gospodarstvo, organizacije, skupine i pojedince, ne čudi kako je marketing u sportu jedan od ključnih dionika ekonomskog razvitka sportskih kolektiva. Pozicioniranjem na globalnom tržištu interneta, domet sportskih i nesportskih proizvoda gotovo da nema granice. Implementiranjem digitalnih tehnologija i integracijom digitalnih marketinga u sport, sportski kolektivi stvorili su predispoziciju za značajan rast i ostvarivanje potencijala. Ovaj fenomen globalizacije, digitalizacije i masovnog korištenja interneta promijenio je način života ljudi, ujedno utječući na razvoj posebnih oblika proizvoda poput društvenih mreža, mobilnih aplikacija, videoigara i sl. Razvoj eSportsa otvorio je novu perspektivu za sportske kolektive i nastavak implementacije tradicionalnog sporta u digitalnom okruženju. Uključivanjem sporta u digitalna tržišta poput ovih, stvaraju se potpuno novi oblici marketinga u sportu koji pritom stvaraju spektar novih mogućnosti iskorištavanja potencijalnih sportskih i nesportskih tržišta za sve sportske kolektive i druge gospodarske sustav kroz njih.
Abstract (english)
The aim of this paper is to present the relationship between sport and marketing, to define marketing in sport and to present its history and development. Given the importance of sport globally and its impact on the overall market, economy, organizations, groups and individuals, it is not surprising that sports marketing is one of the representatives in the economic development of sports collectives. By positioning itself in the global internet market, the reach of sports and non-sports products almost has no limits. Implementing the digital technologies and integrating digital marketing into sports, sports collectives have created a foundation for significant growth and potential. The phenomenon of globalization, digitization and mass use of the Internet has changed the way people live, and has also influenced the development of special forms of products and markets such as social networks, mobile applications, video games, etc. Development of eSports created a new perspective for sport collectives and continued implementation of traditional sport into digital environment. By incorporating sports into digital markets like these, sports collectives create brand new forms of marketing in sports which, in doing so, create a spectrum of new opportunities to exploit through sports and nonsports markets for all sports collectives and other economic systems involved.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:496443
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 on2019-09-26 17:17:27