master's thesis
MARKETING U SPORTU NA PRIMJERU FITNESS CENTARA

Ivo Jović (2016)
University of Split
Faculty of economics Split
Metadata
TitleMARKETING U SPORTU NA PRIMJERU FITNESS CENTARA : diplomski rad
AuthorIvo Jović
Mentor(s)Zoran Mihanović (thesis advisor)
Abstract
Osnovna je svrha ovog diplomskog rada prikazati važnost provođenja marketinških aktivnosti te važnost uključivanja u društveni marketing. U radu su obrađeni teoretski aspekti marketinga, marketinškog sustava te osnovne koncepcije marketinga. Također su izneseni povijesni aspekti marketinga. S teorijskog aspekta još je obrađen pojam marketinga u sportu. Tako su iznesene osnovne karakteristike marketinga u sportu, marketinške strategije te je objašnjen marketinški miks u sportu. Kao i općenito o marketingu, i o marketingu u sportu je prikazan povijesni razvoj. Empirijsko istraživanje temelji se na anketnom upitniku koji je proveden među korisnicima fitness centara na području grada Dubrovnika. Anketnim upitnikom su ispitana mišljenja i stavovi o marketinškim aktivnostima fitness centara koje korisnici posjećuju. Analizom rezultata došlo se do zaključka da su marketinške aktivnosti fitness centara slabo zamijećene od strane korisnika njihovih usluga. Ipak se može reći da su najviše zamijećene marketinške aktivnosti koje fitness centri obavljaju putem interneta. S obzirom na marketinške aktivnosti koje su korisnici fitness centara primijetili, može se zaključiti da fitness centri u nedovoljnoj mjeri i neučinkovito provode marketinške aktivnosti kod pružanja usluga i privlačenja korisnika. U okviru empirijskog istraživanja proveden je i dubinski intervju s voditeljima fitness centara koji smatraju da fitness centri imaju još prostora za provođenje marketinških aktivnosti i za jačanje koncepcije društvenog marketinga, iako očekuju da se to sve realizira u okviru postojećih resursa kojima raspolaže fitness centar bez angažiranja posebno osposobljenog kadra ili vanjske marketinške agencije.
KeywordsMarketing in sports Marketing of fitness centers Social Marketing.
GranterUniversity of Split
Faculty of economics Split
PlaceSplit
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeBusiness Studies
Academic title abbreviationmag. oec.
Genremaster's thesis
Language Croatian
Defense date2016-03
Parallel abstract (English)
The main purpose of this thesis is to show the importance of conducting marketing activities and the importance of involvement in social marketing. This paper deals with the theoretical aspects of marketing, marketing system and basic concept of marketing. It also presents historical aspects of marketing. From a theoretical point of view is still treated the term of marketing in sport. This thesis explained terms like marketing in sport, marketing strategy, marketing mix in the sport and historical aspects of marketing in sport. Empirical research is based on a questionnaire which was conducted among users of fitness centers in Dubrovnik. The survey questionnaire are examined opinions and attitudes about marketing activities of fitness centers that users visit. Analysis of the results led to the conclusion that the marketing activities of fitness centers badly perceived by the users of their services. Fitness centers are the most advertised via Internet. It can be concluded that fitness centers inadequately and inefficiently conducted marketing activities in providing services and attracting users. In the context of empirical research was conducted depth interview with the heads of fitness centers. They believe that fitness centers have more space to conduct marketing activities and for strengthening the concept of social marketing. They want to achieve that goals within existing resources available to the fitness center without engaging specially trained staff or external marketing agencies.
Parallel keywords (Croatian)Marketing u sportu Marketing fitness centara Društveni marketing.
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:124:482892
CommitterIvana Gizdić