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undergraduate thesis
Sportski marketing - primjer talijanskog nogometa
2018. urn:nbn:hr:143:215990
Andrijašević, Iva
Šibenik University of Applied Sciences
Management

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Andrijašević, I. (2018). Sportski marketing - primjer talijanskog nogometa (Undergraduate thesis). Šibenik: Šibenik University of Applied Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:143:215990

Andrijašević, Iva. "Sportski marketing - primjer talijanskog nogometa." Undergraduate thesis, Šibenik University of Applied Sciences, 2018. https://urn.nsk.hr/urn:nbn:hr:143:215990

Andrijašević, Iva. "Sportski marketing - primjer talijanskog nogometa." Undergraduate thesis, Šibenik University of Applied Sciences, 2018. https://urn.nsk.hr/urn:nbn:hr:143:215990

Andrijašević, I. (2018). 'Sportski marketing - primjer talijanskog nogometa', Undergraduate thesis, Šibenik University of Applied Sciences, accessed 20 December 2024, https://urn.nsk.hr/urn:nbn:hr:143:215990

Andrijašević I. Sportski marketing - primjer talijanskog nogometa [Undergraduate thesis]. Šibenik: Šibenik University of Applied Sciences; 2018 [cited 2024 December 20] Available at: https://urn.nsk.hr/urn:nbn:hr:143:215990

I. Andrijašević, "Sportski marketing - primjer talijanskog nogometa", Undergraduate thesis, Šibenik University of Applied Sciences, Šibenik, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:143:215990

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Metadata
TitleSportski marketing - primjer talijanskog nogometa
Title (english)SPORT MARKETING – EXAMPLE OF ITALIAN FOOTBALL
AuthorIva Andrijašević
MentorIvana Kardum Goleš (mentor)
Committee memberGoran Crnica (predsjednik povjerenstva)
Committee memberAna Perišić (član povjerenstva)
Committee memberIvana Kardum Goleš (član povjerenstva)
GranterŠibenik University of Applied Sciences
(Management)
Šibenik
Defense date and country2018-09-28, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Popularizacijom natjecateljskog sporta postignuto je da su neki sportovi postali visoko rangirani na ljestvici interesa u društvu. Među njima posebno mjesto zauzima nogomet. Razlog takve popularnosti je financijske prirode. Poznato je da se ulažu ogromna financijska sredstva u klubove i njihove igrače koji na tržištu postižu visoku cijenu. Nesumnjivo je da marketing ima veliku ulogu u tom području. Iako se u suštini ne razlikuje od marketinga proizvodnih poduzeća, sportski marketing ipak ima neke specifičnosti koje se ogledaju kroz pojedine elemente marketing miksa. Tako promatrajući, sportski proizvod ima veći raspon mogućnosti zadovoljenja potreba samih korisnika. U radu je predstavljen talijanski nogomet, čiji zavidni rezultati u sportskom smislu, bez dodatnih ulaganja u marketing, nisu dovoljan preduvjet i za ostvarivanje pozitivnih poslovnih rezultata. Poslovni rezultati se očekuju efikasnim ulaganjem financijskih sredstava i kvalitetno odabranom marketinškom strategijom. Iz tog su razloga marketinške aktivnosti kluba usmjerene i na oblik promocije koji rezultira povećanjem financijskih resursa kroz svoje obožavatelje, navijače i publiku u širem smislu.
Abstract (english)
By popularizing competitive sport, some sports have become highly ranked on the scale of interest in society. Between them, football has a special place. The reason for such popularity is of financial nature. It is well known that huge financial resources are invested in clubs and their players who achieve high prices on the market. Doubtless, marketing has a major role in this area. Although, essentially it does not differ from the marketing of manufacturing companies, however, sports marketing has some specifics that are reflected through the individual marketing mix elements. In this way, a sports product has a bigger rank of options to satisfy the needs of users. In this work Italian football is presented, whose enviable results in sports are still not sufficient prerequisite for achieving positive business results without additional investment in marketing. Business results are expected through efficient investment of financial resources and a well-chosen marketing strategy. For this reason, marketing activities of the club are also directed to the form of promotion that results in increased financial resources through their fans and the audience in the broader sense.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:143:215990
Study programmeTitle: Management; specializations in: Tourism Management, Information Management
Course: Tourism Management
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2018-10-12 08:57:12