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

Öz

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.

Anahtar Kelimeler

Kaynakça

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Ayrıntılar

Birincil Dil

Türkçe

Konular

İletişim ve Medya Çalışmaları

Bölüm

Derleme

Yazarlar

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

Yayımlanma Tarihi

15 Mayıs 2022

Gönderilme Tarihi

9 Nisan 2022

Kabul Tarihi

22 Nisan 2022

Yayımlandığı Sayı

Yıl 2022 Cilt: 6 Sayı: 2

IZ

https://izlik.org/JA66ME37LK

Kaynak Göster

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. ejnm. 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 (01 Mayıs 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”, ejnm, c. 6, sy 2, ss. 169–187, May. 2022, [çevrimiçi]. Erişim adresi: 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 (01 Mayıs 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. ejnm. 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, c. 6, sy 2, Mayıs 2022, ss. 169-87, https://izlik.org/JA66ME37LK.

Vancouver

1.Yasemin Gedik. BİR OYUNDAN DAHA FAZLASI: SPOR PAZARLAMASI AVANTAJLARI, ZORLUKLARI VE STRATEJİLERİ ÜZERİNE KAVRAMSAL BİR DEĞERLENDİRME. ejnm [Internet]. 01 Mayıs 2022;6(2):169-87. Erişim adresi: https://izlik.org/JA66ME37LK