SPECIAL NATURE OF SPORT MARKETING
CHAPTER 1
“Does MARKETING mean as selling and advertising
for the single transaction?”
What is our products in sport management?
•Sport games,
•Sporting goods (merchandise),
•Sport programs,
•Facility,
•etc.
What is Marketing?
Seomgyun Lee
What is Marketing?
“the contemporary MARKETING is defined as a
social and managerial process by which individuals
and groups obtain what they need and want
through creating and exchanging products and
value with others” (Kotler & Armstrong, 2011, p. 5).
Seomgyun Lee
Key Ingredients of a Successful Sport Branding Effort
•Stickiness of an idea
–> How does brand capture fans’ imagination?
•Reach of brand
–> How far does influence of brand extend?
•Social identity
–> Do different segments of the population relate to the brand in a
