Mihaela Constantinescu () (School of Marketing, Academy of Economic Studies) Violeta Beclea Szekely (Academia Nationala de Educatie Fizica si Sport)
Abstract
Amploarea dezvoltarii marketingului sportiv duce la necesitatea cercetarii industriei sportive, pentru a cunoaste cat mai bine cadrul in care actioneaza compania si modul in care marketingul sportiv poate fi folosit pentru a adapta activitatea firmei la cerintele pietei. Literatura de specialitate propune o serie de conceptualizari ale industriei sportive, ce se regasesc, bineinteles si in practica. Pentru a putea face aceasta conceptualizare, se pleaca de la tipurile de activitati sportive desfasurate si de la categoriile de clienti carora se adreseaza aceste activitati. Trebuie avut in vedere faptul ca, in sport, produsele si serviciile au o serie de caracteristici specifice, acestea ducand la necesitatea implementarii unor strategii diferite, in functie de segmentele de clienti identificate.
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Find related papers by JEL classification: M30 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - General