THE APPLICABILITY OF MARKETING IN SPORTS

• Main Author: FLORIN NEFERU
• Format: Article
• Language: English
• Published: Academica Brâncuşi 2017-04-01
• Series: Analele Universităţii Constantin Brâncuşi din Târgu Jiu : Seria Economie
• Subjects: marketing; consumers; product; sport.
• Online Access: http://www.utgjiu.ro/revista/ec/pdf/2017-02/14_Neferu.pdf

Sports marketing sums up all activities designed to meet the needs and desires of sports consumers through exchange processes. Although the sport has been selling for centuries, the idea of rational marketing systems is relatively new. Sports marketing presents unique aspects determined by the factors in which specialists in this field act. Although factors are not determined by themselves, and some factors are not just specific to sport, the combination of factors provides sports marketing experts with a challenge that requires a different approach. The sports marketing specialist will sell a totally unpredictable, inconsistent, and openly subjective interpretation product. It has to play its role in a highly competitive market, with a much lower budget than other organizations in other areas.