- citati u SCIndeksu: 0
- citati u CrossRef-u:0
- citati u Google Scholaru:[
 ]
- posete u poslednjih 30 dana:57
- preuzimanja u poslednjih 30 dana:51
|
|
|
2011, vol. 42, br. 3, str. 171-179
|
|
Integrisane marketing komunikacije sportskih organizacija
Integrated marketing communications in sport organizations
Univerzitet u Novom Sadu, Ekonomski fakultet, Subotica, Srbija
Sažetak
Integrisane marketing komunikacije predstavljaju objedinjene marketinške i komunikacione aktivnosti organizacija. Sportske organizacije imaju naglašenu potrebu za efektivnim komuniciranjem sa svojim okruženjem (publikom, medijima, oglašivačima, sponzorima i ostalim subjektima zainteresovanim za njihovu ponudu). Elementi integrisanih marketing komunikacija su: oglašavanje; lična prodaja; unapređenje prodaje; publicitet; odnosi sa javnošću; direktni marketing; Internet komuniciranje, itd. Svaki od navedenih elemenata poseduje neke specifičnosti koje moraju razumeti marketing specijalisti u sportskim organizacijama.
Abstract
Integrated marketing communications represent the unification of organization's marketing and communication activities. Sports organizations have the emphasized need for effective communication with their environment (the public, the media, advertisers, sponsors, and other subjects interested in their offer). Elements of the integrated marketing communications are: advertising, personal selling, sales promotion, publicity, public relations, direct marketing, Internet communications etc. Each of these elements has some specifics which marketing specialists in sports organizations need to understand.
|
|
|
|
Reference
|
|
1 
|
Brooks, C.M. (2004) Sports marketing. u: Competitive strategies for Sports, Englewood Cliffs, NJ, itd: Prentice Hall
|
|
1
|
Gašović, M. (2009) Marketing sportskih organizacija. Beograd: Iterma Net
|
|
|
Graham, S., Goldblatt, J.J., Delpy, L. (1995) The ultimatume Guide to Sport Event. u: Management&Marketing, Mc Grow-Hill
|
|
|
Helitzer, M. (1997) The drim job sports, publicity, promotion and marketing. Ohio: University Sport Press
|
|
46
|
Kotler, Ph., Keller, K.L. (2006) Marketing menadžment. Beograd: Data Status
|
|
|
Pope, N. (1996) Sports marketing. Roseville: The Mc Grow-Hill Companies Inc
|
|
2
|
Pope, N., Turco, D. (2001) Sport & event marketing. New York, itd: McGraw-Hill
|
|
6 
|
Salai, S., Grubor, A. (2011) Marketing komunikacije. Subotica: Ekonomski fakultet
|
|
1
|
Schlossberg, H. (1997) Sports marketing. Oxford, UK, itd: Blackwell
|
|
2 
|
Schultz, D.E. (2001) Integrated marketing communications: May be definition is in the point of view. Marketing News, Jan 18, str. 17
|
|
|
|
|