Kineziologija, Vol. 35. No. 1., 2003.
Prethodno priopćenje
Promotion as an element of marketing mix in sport and sport tourism: the croatian experience
Mato Bartoluci
; Faculty of Kinesiology, University of Zagreb, Croatia
Darija Omrčen
; Faculty of Kinesiology, University of Zagreb, Croatia
Sažetak
The economics of sport, sport marketing, sport management and entrepreneurship in sport are relatively new concepts, both in Croatia and in the world, as regards their analysis and possibilities of implementation. Therefore, studies of these concepts contribute valuable knowledge that will encourage further research into the development of corresponding marketing strategies and their implementation.
The finding that sport activity participation has beneficial effects on the health status of people on the one hand, and on the other, the boom of sports industry led to the development of a new type of tourism, namely, the sport tourism. The importance of promotion as a marketing mix element employed in sport and tourism is indisputable, and the selection of promotional mix strategies is crucial for the realization of marketing goals.
Ključne riječi
promotion; sport; sport marketing; sport tourism
Hrčak ID:
226335
URI
Datum izdavanja:
24.10.2003.
Posjeta: 2.243 *