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Marketing esportivo

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Listed:
  • Érika Romão

Abstract

O esporte vem oferecendo as condições ideais para a comunicação das empresas com seus clientes. Pelo fato de estar associado a valores intangíveis com ampla disseminação social, o esporte facilita a vinculação da marca corporativa a características específicas da identidade dos torcedores. Com isso, o marketing esportivo tornou-se uma das estratégias preferidas de divulgação das empresas na atualidade, com potencial de superar as formas tradicionais de comunicação.

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Handle: RePEc:ekm:gvexec:v:6:y:2007:i:3:id:34600
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