Slobodan Zupljanin¹

¹Nezavisni univerzitet Banja Luka

MARKETING ORGANIZATION ACTIVITY IN SPORTS ORGANIZATIONS

ORGANIZOVANJE MARKETING AKTIVNOSTI U SPORTSKIM ORGANIZACIJAMA

Sport Mont 2012, X(34-35-36), 529-535

Abstract

Sports organizations as "sui generis" organizations inevitably have to adopt the concept of marketing as a business philosophy, if you want to survive and develop its activities in the modern business environment. Supply and demand as the market, and psychological phenomena are inherent in sports organizations. Sport is a special area of human activity in which marketing has a specific place and role. Sports and sporting events are also a massive public and media events and high level of interest involving multi-million audience. Between direct and indirect participants of these events takes place appropriate communication sociological, psychological and marketing character. The aim of this paper is to present the possibility of more efficient operation of sports organizations using and adopting the marketing concept as a philosophy of action.

Keywords

organizing, marketing, activities, sports organizations

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