Naslov
Analysis of sports clubs’ marketing strategies with special reference to online marketing

Autori
Medić, Rino ; Strahonja, Marijo ; Šuput, Branka

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), stručni

Izvornik
2nd international M-Sphere conference for multidisciplinarity in business and science : book of proceedings / Vranešević, Tihomir - Zagreb : Accent Press, 2014, 375-379

ISBN
978-953-7930-03-5

Skup
2nd international M-Sphere conference for multidisciplinarity in business and science

Mjesto i datum
Dubrovnik, Hrvatska, 10.10.2013. - 12.10.2013

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Recenziran

Ključne riječi
marketing strategies ; sports clubs ; online marketing

Sažetak
For a long time now sport has been much more than a game. It has become big business. According to some data sports industry is worth between 350 and 450 billion US dollars and everybody involved attempts to get their piece of the pie. Taking into consideration the value of the market and the globalisation, the ways in which sports clubs try to increase profit are becoming more and more sophisticated. They have long gone beyond the scope of functioning as sports organizations and nowadays, they have come closer to the business model of large companies. This paper attempts to provide an answer to how efficient the marketing strategies used by sports clubs are in achieving the competitive advantage from both aspects, business as well as sport, and in what way and how much the two goals depend on each other. Taking into account the growing role of the Internet in advertising, a special overview of online marketing is given and the way sports cubs use online marketing as a marketing strategy to achieve their goals. For the purpose of this paper a market research has been carried out using a questionnaire as an instrument of research, apart from collecting secondary data available on foreign and Croatian sports clubs’ websites. This paper partly refers to the work of sports clubs that have very successfully developed marketing strategies and have become a benchmark for Croatian clubs. Additionally, it analyses the position of marketing strategies of Croatian clubs and compares them with clubs abroad. Further, the analysis deals with the extent to which marketing strategies contribute to the clubs’ success in the field of sport and how and to what extent different ways of using online marketing contributes to that.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA