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UPRAVLJANJE MARKETINŠKIM SPLETOM U FUNKCIJI JAČANJA IMIDŢA SPORTSKOG SUBJEKTA : Diplomski rad

By Mislav Paško Mladinić

Abstract

Svrha i cilj rada su bili kroz kvalitativno istraţivanje utvrditi iskoristiva iskustva i potencijal marketinga u upravljanju sportskim subjektom. Istraţivanje je provedeno na HNK Hajduk Split zbog paradoksa iznimne povijesti, tradicije i nekada velikih sportskih uspjeha s jedne strane, te evidentnih marketinških aktivnosti i izrazito loših sportskih rezultata u novije vrijeme. Tako su argumentirane iskoristive sastavnice imidţa sportskog subjekta, kao i poveznice meĊu tim sastavnicama. Analizirani su stavovi kompetentnih predstavnika medija, interne javnosti kluba i navijaĉa. U radu su date konkretne argumentirane smjernice iskoristive u marketinškom upravljanju ne samo Hajduka, već i svakog drugog sportskog subjekta, a sve u kontekstu jaĉanja imidţa u javnosti, odrţavanja simpatija i privlaĉenja novih navijaĉa. Sportski rezultat, ne mora biti uvjet opstanku sportskog subjekta jedan je od preduvjeta rastu ne samo imidţa već i brojnosti sljedbenika kluba. Tu varijablu ne treba promatrati izlolirano već u kontekstu svega onoga što joj moţe doprinijeti. U mnogim sportskim subjektima tu postoje nesukladnosti što rezultira velikim oscilacijama u sportki uspješnim i sportki nesupješnim periodima. Manji sportski subjekti to si i mogu dopustiti, ali klubovi kao Hajduk ni u kom sluĉaju.The purpose and goal of the work was to establish useful experiences and marketing potential in the management of the sport subject through qualitative research. The research was conducted at HNK Hajduk Split because of the paradoxes of exceptional history, tradition and once great sports achievements on one hand, and obvious marketing activities and extremely bad sports results in recent times. Thus, the arguments of the usable elements of an image are argued, as well as the links between these components. The views of competent media representatives, the public's public and fans were analyzed. In this paper, the marketing and management dates are not only used in Hajduk but also in every other sports subject, all in the context of strengthening public image, maintaining sympathy and attracting new fans. The sporting result, not a condition of survival of a sports subject, is one of the prerequisites that not only the image but also the number of club followers grow. This variable should not be looked at in the context of anything that can contribute to it. In many sports subjects, there are non-conformities resulting in large oscillations in sporting success and sports unmatched periods. Smaller sports entities that can afford, but clubs like Hajduk in no case

Topics: marketing, imidţ, sport, subjekt, upravljanje, marketing, image, sport, club, management, DRUŠTVENE ZNANOSTI. Ekonomija. Marketing., SOCIAL SCIENCES. Economics. Marketing.
Publisher: University of Split. Faculty of economics Split.
Year: 2018
OAI identifier: oai:repozitorij.efst.unist.hr:efst_2123

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