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A Framework For The Development Of International Marketing In Sport

Author

Listed:
  • Boris MILOVIC

    (University "Union-Nikola Tesla" Belgrade, Serbia)

  • Maksim VOJVODIC

    (University of Belgrade, Serbia)

Abstract

Sport is a global product which many people worldwide enjoy playing, watching, and participating in. Besides good media coverage of sports events (Olympic Games, tennis tournaments, world football championships), there is an ample space to integrate international business disciplines and sports marketing from a practical and academic perspective. This paper aims to explain global sports marketing and what the preconditions are for its further development. Emphasis is placed on the relationship between sport and the development of the economy. More specifically, entrepreneurship at the domestic and global level. Various international business management areas related to sports marketing have been considered a framework for further research. The significance of international sports marketing, among other things, is reflected in its: internationalization, branding, corporate social responsibility, technology development, tourism, and regional development.

Suggested Citation

  • Boris MILOVIC & Maksim VOJVODIC, 2021. "A Framework For The Development Of International Marketing In Sport," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 82-97, May.
    • Handle: RePEc:aio:manmar:v:xix:y:2021:i:1:p:82-97
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    References listed on IDEAS

    as
    1. Batty, Rachel J. & Gee, Sarah, 2019. "Fast food, fizz, and funding: Balancing the scales of regional sport organisation sponsorship," Sport Management Review, Elsevier, vol. 22(1), pages 167-179.
    2. Khan, Huda, 2020. "Is marketing agility important for emerging market firms in advanced markets?," International Business Review, Elsevier, vol. 29(5).
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    sport; sports marketing; international marketing entrepreneurship; promotion;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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