The Role of Marketing in the Football Business

• Autorzy: Tornike Khoshtaria

Warianty tytułu

Rola marketingu w piłce nożnej

• Języki publikacji: PL

Abstrakty

Celem niniejszej pracy jest zbadanie znaczenia marketingu w biznesie piłkarskim. Aby zrealizować założony cel przeprowadzono badania satysfakcji klientów i ich lojalności wobec swoich klubów w długim okresie. Praca dotyczy też cyklu życia produktu piłki nożnej i roli marketingu w jego przedłużeniu. Dane wtórne zostały zebrane i krytycznie analizowane, aby przekonać się, czy pomiary teoretyczne mają możliwość prawidłowego wykorzystania w praktycznym świecie biznesu piłkarskiego.(abstrakt oryginalny)

EN

The aim of this study is to investigate the importance of marketing in the football business. In order to accomplish the task the study mainly concentrated its research efforts on customers (fans), to find out whether or not customers are satisfied, and whether they would therefore stay loyal to their clubs for a long time. Additionally, the paper is concerned with the product life cycle of football and the role of marketing in its extension. Secondary data has been collected and critically analysed in order to see whether or not theoretical measurements lack the ability to be implemented correctly in the practical world of the football business.(original abstract)

Słowa kluczowe

PL

Sport; Marketing sportowy; Satysfakcja klienta

EN

Sport; Sports marketing; Customer satisfaction

• Czasopismo: Zeszyty Naukowe Uniwersytetu Przyrodniczo-Humanistycznego w Siedlcach. Administracja i Zarządzanie
• Rocznik: 2015
• Tom: 32
• Numer: nr 105
• Strony: 83--93

Twórcy

autor

Tornike Khoshtaria

• International Black Sea University

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