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Športno sponzorstvo kot management procesa sponzorske menjave in marketinških odnosov med udeleženciPavli, Gašper ; Lah, Marko ; Jurak, GregorDnevi zanašanja na strast športa ali zgolj na poznanstva, so mimo in športni sektor je postavljen pred iskanje novih mehanizmov športnega sponzoriranja. Namen članka je predstaviti izhodišče za nove ... pristope k razumevanju športnega sponzorstva in njegovega managementa. Z namenom širjenja okvirov obstoječega poimenovanja in razumevanja sledi analiza obstoječih teorij, pregled širšega marketinškega konteksta, kritika transakcijskega pristopa k marketingu in pregled pristopov kot so marketing temelječ na odnosih, medorganizacijski marketing in so-znamčenje ("co-branding") ter opredelitev nekaterih ključnih pojmov kot so imetje športa, sponzorstvo skozi šport, sponzorska menjava. Slednja je jedro športnega sponzorstva in medsebojno sodelovanje v menjavi pomeni zanikanje transakcijskih definicij opredelitev marketinga. Zato je potreben preskok od tradicionalnega sponzorstva, kjer gre za enosmerno komunikacijo od sponzorja preko sponzoriranega objekta do ciljne publike; do sponzorskega sodelovanja, kjer lastnik imetja športa postane enakopraven subjekt v sponzorskem razmerju. Takšno poimenovanje in razumevanje športnega sponzorstva, ki spodbuja dejavno upravljanje procesa sponzorske menjave in marketinških odnosov med udeleženci menjave, omogoča oblikovanje skupne entitete, ki tako lažje dosega skupne cilje in bolj konkurenčne pristope za pridobivanje in ohranjanje sponzorstev.Source: Šport : revija za teoretična in praktična vprašanja športa. - ISSN 0353-7455 (Letn. 60, št. 3/4, 2012, str. 13-19)Type of material - article, component partPublish date - 2012Language - slovenianCOBISS.SI-ID - 4305585
Author
Pavli, Gašper |
Lah, Marko |
Jurak, Gregor
Topics
šport |
marketing |
management |
sponzorstvo |
sponsorship |
sport |
marketing |
management
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source: Šport : revija za teoretična in praktična vprašanja športa. - ISSN 0353-7455 (Letn. 60, št. 3/4, 2012, str. 13-19)
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Database name | Field | Year |
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Pavli, Gašper | ![]() |
Lah, Marko | 08714 |
Jurak, Gregor | 20405 |
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