Naslov
INTEGRATIVE MARKETING MANAGEMENT AND ITS POSSIBILITY TO APPLY IN SPORT

Autori
Novak, Ivan

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

Izvornik
6TH INTERNATIONAL SCIENTIFIC CONFERENCE ON KINESIOLOGY "INTEGRATIVE POWER OF KINESIOLOGY" / Milanović, Dragan ; Sporiš, Goran - Zagreb : Kineziološki fakultet Sveučilišta u Zagrebu, 2011, 592-596

ISBN
978-953-317-013-8

Skup
6TH INTERNATIONAL SCIENTIFIC CONFERENCE ON KINESIOLOGY "INTEGRATIVE POWER OF KINESIOLOGY"

Mjesto i datum
Opatija, Hrvatska, 08.09.2011. - 11.09.2011

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
integrated management, marketing concept, integrative marketing management, sport

Sažetak
This paper explores the possible conceptual consolidation between concept of integrated management and marketing concept. It provides an overview of fundamental marketing concept principles as well as integrated management principles. Leaning on BSI definition of integrated management implementation of marketing approach into management processes is natural. So, the new concept, determined as “integrative marketing management” should be, in short, marketing concept with integrated management implemented in all process of some organization. Such concept can be very efficient because of characteristics of integrated management and marketing approach, all in one. Implementing this kind of concept into sport can improve sport enterprise as well.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA