BİR OYUNDAN DAHA FAZLASI: SPOR PAZARLAMASI AVANTAJLARI, ZORLUKLARI VE STRATEJİLERİ ÜZERİNE KAVRAMSAL BİR DEĞERLENDİRME

Yasemin Gedik

BİR OYUNDAN DAHA FAZLASI: SPOR PAZARLAMASI AVANTAJLARI, ZORLUKLARI VE STRATEJİLERİ ÜZERİNE KAVRAMSAL BİR DEĞERLENDİRME

Abstract

Günümüzde spor, sadece bir yarışma, oyun ya da sağlıklı yaşam biçimi değil, yerel, ulusal ve uluslararası ekonomileri desteklemede çok etkili bir unsurdur. Bununla birlikte, spor, ülkelerin gücü ve sosyal kalkınmanın farklı yönleri üzerinde doğrudan etkisi olan ve hızla büyüyen bir endüstridir. Spor pazarlaması, spor etkinliklerini, ürünlerini veya hizmetlerini doğrudan tüketicilere tanıtmayı içeren bir pazarlama metodudur. Spor pazarlaması, ürün ve hizmetlerin satılmasına yardımcı olmak için herhangi bir biçimde sporu kullanmaktadır. Spor pazarlamasının, marka imajı, marka sadakati ve marka bilinirliğini arttırma, TV yayın gelirleri, sponsorluklar, oyuncu ve forma satışı yoluyla gelir yaratma ve sporun teşvik edilmesi gibi birçok faydası bulunmaktadır. Bu çalışmanın amacı, spor pazarlamasının kendine özgü doğasını, faydalarını ve spor pazarlamacılarının karşılaştığı zorlukları analiz ederek bu fenomeni anlamaya çalışmaktır. Ayrıca, çalışma, spor pazarlaması stratejilerini de inceleyerek ilgili kararları alırken spor kulübü ve pazarlama yöneticilerine yardımcı olmayı hedeflemektedir.

Keywords

References

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Details

Primary Language

Turkish

Subjects

Communication and Media Studies

Journal Section

Review

Authors

Yasemin Gedik ^*
0000-0002-1166-3227
Türkiye

Publication Date

May 15, 2022

Submission Date

April 9, 2022

Acceptance Date

April 22, 2022

Published in Issue

Year 2022 Volume: 6 Number: 2

IZ

https://izlik.org/JA66ME37LK

Cite

RIS / Bibtex

APA

Gedik, Y. (2022). BİR OYUNDAN DAHA FAZLASI: SPOR PAZARLAMASI AVANTAJLARI, ZORLUKLARI VE STRATEJİLERİ ÜZERİNE KAVRAMSAL BİR DEĞERLENDİRME. Yeni Medya Elektronik Dergisi, 6(2), 169-187. https://izlik.org/JA66ME37LK

AMA

1.Gedik Y. BİR OYUNDAN DAHA FAZLASI: SPOR PAZARLAMASI AVANTAJLARI, ZORLUKLARI VE STRATEJİLERİ ÜZERİNE KAVRAMSAL BİR DEĞERLENDİRME. Yeni Medya Elektronik Dergisi. 2022;6(2):169-187. https://izlik.org/JA66ME37LK

Chicago

Gedik, Yasemin. 2022. “BİR OYUNDAN DAHA FAZLASI: SPOR PAZARLAMASI AVANTAJLARI, ZORLUKLARI VE STRATEJİLERİ ÜZERİNE KAVRAMSAL BİR DEĞERLENDİRME”. Yeni Medya Elektronik Dergisi 6 (2): 169-87. https://izlik.org/JA66ME37LK.

EndNote

Gedik Y (May 1, 2022) BİR OYUNDAN DAHA FAZLASI: SPOR PAZARLAMASI AVANTAJLARI, ZORLUKLARI VE STRATEJİLERİ ÜZERİNE KAVRAMSAL BİR DEĞERLENDİRME. Yeni Medya Elektronik Dergisi 6 2 169–187.

IEEE

[1]Y. Gedik, “BİR OYUNDAN DAHA FAZLASI: SPOR PAZARLAMASI AVANTAJLARI, ZORLUKLARI VE STRATEJİLERİ ÜZERİNE KAVRAMSAL BİR DEĞERLENDİRME”, Yeni Medya Elektronik Dergisi, vol. 6, no. 2, pp. 169–187, May 2022, [Online]. Available: https://izlik.org/JA66ME37LK

ISNAD

Gedik, Yasemin. “BİR OYUNDAN DAHA FAZLASI: SPOR PAZARLAMASI AVANTAJLARI, ZORLUKLARI VE STRATEJİLERİ ÜZERİNE KAVRAMSAL BİR DEĞERLENDİRME”. Yeni Medya Elektronik Dergisi 6/2 (May 1, 2022): 169-187. https://izlik.org/JA66ME37LK.

JAMA

1.Gedik Y. BİR OYUNDAN DAHA FAZLASI: SPOR PAZARLAMASI AVANTAJLARI, ZORLUKLARI VE STRATEJİLERİ ÜZERİNE KAVRAMSAL BİR DEĞERLENDİRME. Yeni Medya Elektronik Dergisi. 2022;6:169–187.

MLA

Gedik, Yasemin. “BİR OYUNDAN DAHA FAZLASI: SPOR PAZARLAMASI AVANTAJLARI, ZORLUKLARI VE STRATEJİLERİ ÜZERİNE KAVRAMSAL BİR DEĞERLENDİRME”. Yeni Medya Elektronik Dergisi, vol. 6, no. 2, May 2022, pp. 169-87, https://izlik.org/JA66ME37LK.

Vancouver

1.Yasemin Gedik. BİR OYUNDAN DAHA FAZLASI: SPOR PAZARLAMASI AVANTAJLARI, ZORLUKLARI VE STRATEJİLERİ ÜZERİNE KAVRAMSAL BİR DEĞERLENDİRME. Yeni Medya Elektronik Dergisi [Internet]. 2022 May 1;6(2):169-87. Available from: https://izlik.org/JA66ME37LK