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SOCIAL MARKETING APPROACH AS A TOOL FOR DISSEMINATION SPORT (FROM THE PERSPECTIVE OF SPORT FOR ALL)

Year 2010, Volume: 1 Issue: 3, 39 - 51, 30.09.2010

Abstract

Nowadays, organizations about “sport for all” and leisure sectors use marketing strategies and techniques to influence a target audience to voluntary participate in leisure activities. They should apply new marketing technologies and methods to endure in the developing and changing environment. One marketing strategy emphasizing the social welfare and health is social marketing. Social marketing is an application of marketing approaches from the business world to planning and management of social program that concentrates on changing attitudes, and especially, changing behavior patterns of different target groups, in order to improve the well-being of a community and society as a whole. Social marketing principles and techniques are most often used to improve public health, prevent injuries, protect the environment, make the sport safer etc. Despite this growing technique, many leisure and sport for all professionals have an incomplete understanding of the field. To advance current knowledge, we provide a practical definition and discuss the social marketing mix in planning the sport for all programs.

Key Words: Sport for All, Social Marketing, Leisure

References

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  • Andreasen, A. (2000, March). Social Marketing: A New/Old Approach to Social Change. Social Marketing Institute, Nonprofit Marketing Summit Conference, Florida.
  • Argan, M. T. (2007a). “Pazarlama Hayat Verir: Organ Bağışında Sosyal Pazarlama Yaklaşımı”, Pi Dergisi, Ekim Kasım Aralık, pp:14-24.
  • Argan, M. T. (2007b, Şubat). Organ Bağışını Arttırmada Sosyal Pazarlama Yaklaşımı: Organ Bağışına Yönelik Bir Tutum Araştırması. (Yayınlanmamış Doktora Tezi). Anadolu Üniversitesi, Sosyal Bilimler Enstitüsü.
  • Bright, A. D.(2000). “The Role of Social Marketing in Leisure and Recreation Management”, Journal of Leisure Research, 32/1, pp:12-17.
  • Crompton, J. L.(2008). “Evolution and Implications of a Paradigm Shift in the Marketing of Leisure Services in the USA”, Leisure Studies, 27/2, pp: 181-206.
  • Crompton, J. L., Lamb, C. W. (1986). Marketing Government and Social Services. New York: John Wiley & Sons’den akt.: Kaczynski, A. T. (2008). “A More Teenable Marketing for Leisure Services and Studies”, Leisure Sciences, 30, pp: 253-272.
  • Driver, B. L., Brown, P. J., Peterson, G. L. (1991). Benefits of Leisure, Venture Publishing, Inc. State College Pennsylvania.
  • Goodale, T. L. (1985). Prevailing winds and bending mandates’den akt.; Kaczynski, A. T. (2008). “A More Teenable Marketing for Leisure Services and Studies”, Leisure Sciences, 30, pp: 253-255.
  • Goodale, T. L. (1997). Opening keynote: A would be faithful’den akt.; Kaczynski, A. T. (2008). “A More Teenable Marketing for Leisure Services and Studies”, Leisure Sciences, 30, pp: 253-255.
  • Goodale, T. L. (1999). Keynote, Leisure Research and the Humanities session: The cab driver’s horse’den akt.; Kaczynski, A. T. (2008). “A More Teenable Marketing for Leisure Services and Studies”, Leisure Sciences, 30, pp: 253-255.
  • Hastings, G. (2007). Social Marketing: Why Should The Devil Have All The Best Tunes?, Elsevier, USA..
  • Havitz, M. E. (2000). “Marketing Public Leisure Services: Some (Temporarily) Pessimistic Perspectives from an Unrepentant Optimist”, Journal of Leisure Research, 32/1, pp: 42-48’den akt.; Kaczynski, A. T. (2008). “A More Teenable Marketing for Leisure Services and Studies”, Leisure Sciences, 30, pp: 253-255.
  • Horner, S., Swarbrooke, J. (2005). Leisure Marketing A Global Perspective, Elsevier, Butterworth-Heinemann: Burlington MA.
  • Kaczynski, A. T. (2008). “A More Teenable Marketing for Leisure Services and Studies”, Leisure Sciences, 30, pp: 253-272.
  • Karaküçük, S. (1992, 5-7 Kasım). Rekreasyonun Çalışma Verimine Etkisi, 2. Yüksek İrtifa ve Spor Bilimleri Kongresi, Erciyes Üniversitesi, Kayseri.
  • Kelly, R. J. (1990). Leisure, Prentice Hall, Englewood Cuffs, New Jersey.
  • Kılıç, K. (2006). Harcanabilir Gelirin Artmasının Sportif Rekreasyona Katılıma Olan Etkisinin Araştırılması-İstanbul Örneği. (Yayınlanmamış Yükseklisans Tezi). Dumlupınar Üniversitesi.
  • Kindra, G. S., Stapenhurst, R. (1998). Social Marketing Strategies to Fight Corruption, The Economic Development Institute of the World Bank.
  • http://siteresources.worldbank.org/WBI/Resources/wbi37121.pdf, (23.08.2009).
  • Kotler, P., Roberto, E. L. (1989). Social Marketing, Strategies for Changing. Public Behavior, The Free Press, New York’den akt.: Martinsen, C. (2003). Social Marketing: A useful tool or the devils work, Masters of International Humanitarian Assistance, pp. 27.
  • Kotler, P., Roberto, N., Lee, N. (2002). Social Marketing: Improving The Quality Of Life, 2nd Edt., Sage Publication, London, New Delhi.
  • Küçüktopuzlu, F., Gözek, K., Uğurlu, A. (2003). Serbest Zaman Rekreasyon İlişkisi ve Üniversite Öğrencilerinin Serbest Zaman Faaliyetlerini Değerlendirmeye Yönelik Bir Araştırma. 1. Gençlik Serbest zaman ve Doğa Sporları Sempozyumu. (pp.33- 45). Ankara.
  • Martinsen, C. (2003). Social Marketing: A useful tool or the devils work. Masters of International Humanitarian Assistance, http://www.kbh.uu.se/imch/phha/noha/Cecilia%20Martinsen%20Mastersuppsats.pdf, (26.08.2009).
  • McCarville, R. E. (1999). Marketing public leisure’den akt.; Kaczynski, A. T. (2008). “A More Teenable Marketing for Leisure Services and Studies”, Leisure Sciences, 30, pp: 253-255.
  • McCarville, R. E. (2002). Improving Leisure Services Through Marketing Action. Champaign, IL: Sagamore’den akt.; Kaczynski, A. T. (2008). “A More Teenable Marketing for Leisure Services and Studies”, Leisure Sciences, 30, pp: 253-255.
  • More, T. A. (2002). “The Marginal User as the Justification for Public Recreation: A Rejoinder to Crompton, Driver and Dustin”, Journal of Leisure Research, 34 (1), pp: 103-118’den akt.; Kaczynski, A. T. (2008). “A More Teenable Marketing for Leisure Services and Studies”, Leisure Sciences, 30, pp: 253-255.
  • Mullin, B.J., Hardy, S., Sutton, W.A. (1993). Sport Marketing, Human Kinetics.
  • Naipoglu, T. Ş. (1995). Kitle İletişim Kampanyaları ve Sosyal Pazarlama Açısından Kamu Hizmet Duyurularının Etkinliği Üzerine Bir Araştırma. Marmara Üniversitesi, Sosyal Bilimler Enstitüsü, İstanbul.
  • Navaie, N. S. (2006). Sosyal Faydada Pazarlamanın Yeri. Marketing Türkiye, http://www.besikduzu.ktu.edu.tr/modules/articles/article.php?id=9 (20.08.2009).
  • O’Shaughnessy, N. (1996). “Social Propaganda and Social Marketing: A Critical Difference”, European Journal of Marketing, 30 /10-11, pp:54-67.
  • Pitts, B. G., Stotlar, D. K. (2002). Fundamentals of Sport Marketing, Morgantown, USA.
  • Schultz, J. H., McAvoy, L. H., Dustin, D. L. (1988). “What are we in Business for?”, Parks and Recreation, 23/1, pp: 52-54’den akt.; Kaczynski, A. T. (2008). “A More Teenable Marketing for Leisure Services and Studies”, Leisure Sciences, 30, pp: 253- 255.
  • Shivers J. S., DeLisle, L. J. (1997). The Story of Leisure: Context, Concepts And Current Controversy, Human Kinetics.
  • Toker, B. (2007). İşletmelerde Sosyal Pazarlama Faaliyetlerinin Performansa ve Marka Bilinirliğine Etkileri Üzerine Bir Araştırma. (Yayınlanmamış Yüksek Lisans Tezi). Selçuk Üniversitesi.
  • Torkildsen, G. (1992). Leisure and Recreation Management, 3rd Edt., E&FN Spon, London.
  • Weinreich, N. K. (1999). Hands-On Social Marketing: A Step by Step Guide, Sage Publications, London New Delhi.
  • Yetim, A. A. (2000). “Sporun Sosyal Görünümü”, Gazi BESBD, 5/1, pp: 63–72.
  • Yiğitbaş, Ç. ve Yetkin, A.(2003). “Sağlık Yüksekokulu Öğrencilerinin Öz-Etkililik- Yeterlik Düzeyinin Değerlendirilmesi”, C. Ü. Hemşirelik Yüksek Okulu Dergisi, 7/1.
  • Web1) http://web.ebscohost.com/ehost/pdf?vid=1&hid=108&sid=49150f90-8c40- 4b5c-b954-4e3d4f5d7cfd%40sessionmgr104 (17.08.2009). 41. Web2) http://www.internetteyim.net/medyagoz/ebru-salli-cnt121/?post=16663 (25.08.2009). 42. Web3) http://www.gsgm.gov.tr/sayfalar/fed_duyuru/his/his_2008/a/GEL%C4%B0R%20TAB LOSU.XLS (10.09.2009).
Year 2010, Volume: 1 Issue: 3, 39 - 51, 30.09.2010

Abstract

References

  • Altunışık, R., Özdemir, Ş., Torlak, Ö. (2006). Pazarlamaya Giriş, Sakarya Yayıncılık, İstanbul.
  • Andreasen, A. (2000, March). Social Marketing: A New/Old Approach to Social Change. Social Marketing Institute, Nonprofit Marketing Summit Conference, Florida.
  • Argan, M. T. (2007a). “Pazarlama Hayat Verir: Organ Bağışında Sosyal Pazarlama Yaklaşımı”, Pi Dergisi, Ekim Kasım Aralık, pp:14-24.
  • Argan, M. T. (2007b, Şubat). Organ Bağışını Arttırmada Sosyal Pazarlama Yaklaşımı: Organ Bağışına Yönelik Bir Tutum Araştırması. (Yayınlanmamış Doktora Tezi). Anadolu Üniversitesi, Sosyal Bilimler Enstitüsü.
  • Bright, A. D.(2000). “The Role of Social Marketing in Leisure and Recreation Management”, Journal of Leisure Research, 32/1, pp:12-17.
  • Crompton, J. L.(2008). “Evolution and Implications of a Paradigm Shift in the Marketing of Leisure Services in the USA”, Leisure Studies, 27/2, pp: 181-206.
  • Crompton, J. L., Lamb, C. W. (1986). Marketing Government and Social Services. New York: John Wiley & Sons’den akt.: Kaczynski, A. T. (2008). “A More Teenable Marketing for Leisure Services and Studies”, Leisure Sciences, 30, pp: 253-272.
  • Driver, B. L., Brown, P. J., Peterson, G. L. (1991). Benefits of Leisure, Venture Publishing, Inc. State College Pennsylvania.
  • Goodale, T. L. (1985). Prevailing winds and bending mandates’den akt.; Kaczynski, A. T. (2008). “A More Teenable Marketing for Leisure Services and Studies”, Leisure Sciences, 30, pp: 253-255.
  • Goodale, T. L. (1997). Opening keynote: A would be faithful’den akt.; Kaczynski, A. T. (2008). “A More Teenable Marketing for Leisure Services and Studies”, Leisure Sciences, 30, pp: 253-255.
  • Goodale, T. L. (1999). Keynote, Leisure Research and the Humanities session: The cab driver’s horse’den akt.; Kaczynski, A. T. (2008). “A More Teenable Marketing for Leisure Services and Studies”, Leisure Sciences, 30, pp: 253-255.
  • Hastings, G. (2007). Social Marketing: Why Should The Devil Have All The Best Tunes?, Elsevier, USA..
  • Havitz, M. E. (2000). “Marketing Public Leisure Services: Some (Temporarily) Pessimistic Perspectives from an Unrepentant Optimist”, Journal of Leisure Research, 32/1, pp: 42-48’den akt.; Kaczynski, A. T. (2008). “A More Teenable Marketing for Leisure Services and Studies”, Leisure Sciences, 30, pp: 253-255.
  • Horner, S., Swarbrooke, J. (2005). Leisure Marketing A Global Perspective, Elsevier, Butterworth-Heinemann: Burlington MA.
  • Kaczynski, A. T. (2008). “A More Teenable Marketing for Leisure Services and Studies”, Leisure Sciences, 30, pp: 253-272.
  • Karaküçük, S. (1992, 5-7 Kasım). Rekreasyonun Çalışma Verimine Etkisi, 2. Yüksek İrtifa ve Spor Bilimleri Kongresi, Erciyes Üniversitesi, Kayseri.
  • Kelly, R. J. (1990). Leisure, Prentice Hall, Englewood Cuffs, New Jersey.
  • Kılıç, K. (2006). Harcanabilir Gelirin Artmasının Sportif Rekreasyona Katılıma Olan Etkisinin Araştırılması-İstanbul Örneği. (Yayınlanmamış Yükseklisans Tezi). Dumlupınar Üniversitesi.
  • Kindra, G. S., Stapenhurst, R. (1998). Social Marketing Strategies to Fight Corruption, The Economic Development Institute of the World Bank.
  • http://siteresources.worldbank.org/WBI/Resources/wbi37121.pdf, (23.08.2009).
  • Kotler, P., Roberto, E. L. (1989). Social Marketing, Strategies for Changing. Public Behavior, The Free Press, New York’den akt.: Martinsen, C. (2003). Social Marketing: A useful tool or the devils work, Masters of International Humanitarian Assistance, pp. 27.
  • Kotler, P., Roberto, N., Lee, N. (2002). Social Marketing: Improving The Quality Of Life, 2nd Edt., Sage Publication, London, New Delhi.
  • Küçüktopuzlu, F., Gözek, K., Uğurlu, A. (2003). Serbest Zaman Rekreasyon İlişkisi ve Üniversite Öğrencilerinin Serbest Zaman Faaliyetlerini Değerlendirmeye Yönelik Bir Araştırma. 1. Gençlik Serbest zaman ve Doğa Sporları Sempozyumu. (pp.33- 45). Ankara.
  • Martinsen, C. (2003). Social Marketing: A useful tool or the devils work. Masters of International Humanitarian Assistance, http://www.kbh.uu.se/imch/phha/noha/Cecilia%20Martinsen%20Mastersuppsats.pdf, (26.08.2009).
  • McCarville, R. E. (1999). Marketing public leisure’den akt.; Kaczynski, A. T. (2008). “A More Teenable Marketing for Leisure Services and Studies”, Leisure Sciences, 30, pp: 253-255.
  • McCarville, R. E. (2002). Improving Leisure Services Through Marketing Action. Champaign, IL: Sagamore’den akt.; Kaczynski, A. T. (2008). “A More Teenable Marketing for Leisure Services and Studies”, Leisure Sciences, 30, pp: 253-255.
  • More, T. A. (2002). “The Marginal User as the Justification for Public Recreation: A Rejoinder to Crompton, Driver and Dustin”, Journal of Leisure Research, 34 (1), pp: 103-118’den akt.; Kaczynski, A. T. (2008). “A More Teenable Marketing for Leisure Services and Studies”, Leisure Sciences, 30, pp: 253-255.
  • Mullin, B.J., Hardy, S., Sutton, W.A. (1993). Sport Marketing, Human Kinetics.
  • Naipoglu, T. Ş. (1995). Kitle İletişim Kampanyaları ve Sosyal Pazarlama Açısından Kamu Hizmet Duyurularının Etkinliği Üzerine Bir Araştırma. Marmara Üniversitesi, Sosyal Bilimler Enstitüsü, İstanbul.
  • Navaie, N. S. (2006). Sosyal Faydada Pazarlamanın Yeri. Marketing Türkiye, http://www.besikduzu.ktu.edu.tr/modules/articles/article.php?id=9 (20.08.2009).
  • O’Shaughnessy, N. (1996). “Social Propaganda and Social Marketing: A Critical Difference”, European Journal of Marketing, 30 /10-11, pp:54-67.
  • Pitts, B. G., Stotlar, D. K. (2002). Fundamentals of Sport Marketing, Morgantown, USA.
  • Schultz, J. H., McAvoy, L. H., Dustin, D. L. (1988). “What are we in Business for?”, Parks and Recreation, 23/1, pp: 52-54’den akt.; Kaczynski, A. T. (2008). “A More Teenable Marketing for Leisure Services and Studies”, Leisure Sciences, 30, pp: 253- 255.
  • Shivers J. S., DeLisle, L. J. (1997). The Story of Leisure: Context, Concepts And Current Controversy, Human Kinetics.
  • Toker, B. (2007). İşletmelerde Sosyal Pazarlama Faaliyetlerinin Performansa ve Marka Bilinirliğine Etkileri Üzerine Bir Araştırma. (Yayınlanmamış Yüksek Lisans Tezi). Selçuk Üniversitesi.
  • Torkildsen, G. (1992). Leisure and Recreation Management, 3rd Edt., E&FN Spon, London.
  • Weinreich, N. K. (1999). Hands-On Social Marketing: A Step by Step Guide, Sage Publications, London New Delhi.
  • Yetim, A. A. (2000). “Sporun Sosyal Görünümü”, Gazi BESBD, 5/1, pp: 63–72.
  • Yiğitbaş, Ç. ve Yetkin, A.(2003). “Sağlık Yüksekokulu Öğrencilerinin Öz-Etkililik- Yeterlik Düzeyinin Değerlendirilmesi”, C. Ü. Hemşirelik Yüksek Okulu Dergisi, 7/1.
  • Web1) http://web.ebscohost.com/ehost/pdf?vid=1&hid=108&sid=49150f90-8c40- 4b5c-b954-4e3d4f5d7cfd%40sessionmgr104 (17.08.2009). 41. Web2) http://www.internetteyim.net/medyagoz/ebru-salli-cnt121/?post=16663 (25.08.2009). 42. Web3) http://www.gsgm.gov.tr/sayfalar/fed_duyuru/his/his_2008/a/GEL%C4%B0R%20TAB LOSU.XLS (10.09.2009).
There are 40 citations in total.

Details

Primary Language English
Journal Section SPORT MANAGEMENT
Authors

Muge Akyildiz

Publication Date September 30, 2010
Published in Issue Year 2010 Volume: 1 Issue: 3

Cite

APA Akyildiz, M. (2010). SOCIAL MARKETING APPROACH AS A TOOL FOR DISSEMINATION SPORT (FROM THE PERSPECTIVE OF SPORT FOR ALL). Pamukkale Journal of Sport Sciences, 1(3), 39-51.