Professional paper

Marketing mix in martial arts organizations

Bepo Žura orcid.org/0000-0003-3040-018X ; Veleučilište ASPIRA

Abstract

After sport commercialization, sports organizations focus more and more efforts on improving their marketing activities in order to be as competitive as possible on the sports markets and to increase the chances of business success. The paper analyzes the use of marketing mix within martial arts organizations. Martial sports organizations, as well as martial sports, do not have the same level of media and sponsorship coverage as compared to more popular sports, which affects the recognition of organizations and sports and their success in business. By defining the elements of the marketing mix for martial arts organizations, i.e. sports products, prices, distribution and promotion, possible ways of improving the business of organizations on the sports market are presented.

Keywords

marketing mix, commercialization, sport, sports organizations

Hrčak ID:

311952

URI

https://hrcak.srce.hr/311952

Publication date:

21.12.2023.

Article data in other languages: croatian

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