Email this article The Use of Direct Marketing Techniques in Sport Marketing
Abstract
Adapting marketing principles and concepts to sport related services and products domain represents a challenge for any specialist in the field because the specific features that are characteristic for the needs, motivations and consumption process itself.
In order to achieve different quantitative and qualitative marketing communication objectives, sports involved organizations are developing a communication mix adapted to the channels used by the consumers. Among the communication tools used are found also the direct marketing techniques that have had a tremendous development during the last 25 years and so.
The article will analyze the process of building a efficient direct marketing communication with sport consumers and the implications of using such instruments and tools for the future activity of sport related organizations. Some future research lines are proposed and conclusions are stated on the matter.
Full Text:
PDFReferences
Beech, J. & Chadwick, S., eds, The marketing of Sport (Harlow: Pearson Education Ltd., 2007).
Blakey, P., Sport Marketing (Exeter: Learning Matters Ltd., 2011).
Dischler, J., Building for the next moment (2015, http://adwords.blogspot.com/ 2015/05/building-for-next-moment.html).
Ferrand, A. & McCarthy, S., Marketing the Sports Organization – building networks and relationships (London: Routledge Taylor & Francis Group, 2009).
Funk, D.C., Consumer behaviour in Sport and Events: Marketing action (Oxford: Elsevier-Butterworth-Heinemann, 2008).
Irwin, R.L., Sutton, W.A. & McCarthy, L.M., Sport Promotion and Sales Management, Includes tools and insights from top industry professionals (Champaign: Human Kinetics, 2008).
Lella, A., Lipsman, A. & Martin, B., The 2015 US Mobile App Report (comScore Media Metrix Multi-Platform & Mobile Metrix, https://www.comscore.com/Insights/Presentations-and-Whitepapers/2015/The-2015-US-Mobile-App-Report, 2015).
Lella, A. & Lipsman, A., The U.S. Mobile App Report (http://www.comscore.com/Insights/Presentations-and-Whitepapers/2014/The-US-Mobile-App-Report, 2014).
Militaru, M. & Chenic, A.Ş., “Risk management and the implications to business success”, Revista economică (Supplement, no. 2, 2012), p. 233-238.
Morrison, K., Social Ad Spending Predicted to Grow to $24.2 Billion by 2016 (Infographic) (http://www.adweek.com/socialtimes/social-ad-spending-predicted-to-grow-to-24-2-billion-by-2016-infographic/627631, 2015).
Mullin, J.B., Hardy, S. & Sutton, A.W., Sport marketing, fourth edition (Champaign: Human Kinetics, 2014).
Naragon, K., Email, we just can’t get enough, Adobe campaign study (https://blogs.adobe.com/conversations/2015/08/email.html, 2015).
Pickton, D. & Broderick, A., Integrated Marketing Communications, 2nd edition (Harlow: Pearson Education Ltd., 2005).
Tapp, A., Principles of Direct and Database Marketing (Harlow: Pearson Education Ltd., 2005).
http://www.hubspot.com/marketing-statistics.
DOI: https://doi.org/10.26458/1543
Copyright (c) 2016 Iuliana Petronela Gardan, Daniel Gardan
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
As to respect GDPR, this site do not allow free registation. Please contact us at: ashues@spiruharet.ro.
GDPR Policy:
Please read the statement below:
Processing of personal data and free movement of these data
Registering with this site the author agree with the collection, processing and use of his personal data, exclusively within the ASHUES journal.
AWARDS
WILL BE CONFERRED AT THE END OF THE YEAR
To crown and encourage research efforts of the authors, at the end of a year of publishing our journal board will award online the best papers by distinctions:
1. Best Original Paper Award - for the paper that has brought something completely new in the reader's attention (a new concept, a new trend, a new proposal in research, etc.)
2. Excellence Award - for the most cited paper and visualized in the online environment during the year
3. First, Second and Third Award- for the best documented and substantiated papers during the year
4. Special Award - to award PhD students and postdocs for the most well documented and substantiated paper
Administred:Rocsana B. Manea Tonis