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master's thesis
MARKETING U SPORTU NA PRIMJERU FITNESS CENTARA
diplomski rad
2016. urn:nbn:hr:124:482892
Jović, Ivo
University of Split
Faculty of economics Split

Cite this document

Jović, I. (2016). MARKETING U SPORTU NA PRIMJERU FITNESS CENTARA : diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:482892

Jović, Ivo. "MARKETING U SPORTU NA PRIMJERU FITNESS CENTARA : diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2016. https://urn.nsk.hr/urn:nbn:hr:124:482892

Jović, Ivo. "MARKETING U SPORTU NA PRIMJERU FITNESS CENTARA : diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2016. https://urn.nsk.hr/urn:nbn:hr:124:482892

Jović, I. (2016). 'MARKETING U SPORTU NA PRIMJERU FITNESS CENTARA : diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 24 December 2024, https://urn.nsk.hr/urn:nbn:hr:124:482892

Jović I. MARKETING U SPORTU NA PRIMJERU FITNESS CENTARA : diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2016 [cited 2024 December 24] Available at: https://urn.nsk.hr/urn:nbn:hr:124:482892

I. Jović, "MARKETING U SPORTU NA PRIMJERU FITNESS CENTARA : diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2016. Available at: https://urn.nsk.hr/urn:nbn:hr:124:482892

Metadata
TitleMARKETING U SPORTU NA PRIMJERU FITNESS CENTARA : diplomski rad
AuthorIvo Jović
MentorZoran Mihanović (mentor)
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2016-03, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Osnovna je svrha ovog diplomskog rada prikazati važnost provođenja marketinških aktivnosti te važnost uključivanja u društveni marketing. U radu su obrađeni teoretski aspekti marketinga, marketinškog sustava te osnovne koncepcije marketinga. Također su izneseni povijesni aspekti marketinga. S teorijskog aspekta još je obrađen pojam marketinga u sportu. Tako su iznesene osnovne karakteristike marketinga u sportu, marketinške strategije te je objašnjen marketinški miks u sportu. Kao i općenito o marketingu, i o marketingu u sportu je prikazan povijesni razvoj. Empirijsko istraživanje temelji se na anketnom upitniku koji je proveden među korisnicima fitness centara na području grada Dubrovnika. Anketnim upitnikom su ispitana mišljenja i stavovi o marketinškim aktivnostima fitness centara koje korisnici posjećuju. Analizom rezultata došlo se do zaključka da su marketinške aktivnosti fitness centara slabo zamijećene od strane korisnika njihovih usluga. Ipak se može reći da su najviše zamijećene marketinške aktivnosti koje fitness centri obavljaju putem interneta. S obzirom na marketinške aktivnosti koje su korisnici fitness centara primijetili, može se zaključiti da fitness centri u nedovoljnoj mjeri i neučinkovito provode marketinške aktivnosti kod pružanja usluga i privlačenja korisnika. U okviru empirijskog istraživanja proveden je i dubinski intervju s voditeljima fitness centara koji smatraju da fitness centri imaju još prostora za provođenje marketinških aktivnosti i za jačanje koncepcije društvenog marketinga, iako očekuju da se to sve realizira u okviru postojećih resursa kojima raspolaže fitness centar bez angažiranja posebno osposobljenog kadra ili vanjske marketinške agencije.
Abstract (english)
The main purpose of this thesis is to show the importance of conducting marketing activities and the importance of involvement in social marketing. This paper deals with the theoretical aspects of marketing, marketing system and basic concept of marketing. It also presents historical aspects of marketing. From a theoretical point of view is still treated the term of marketing in sport. This thesis explained terms like marketing in sport, marketing strategy, marketing mix in the sport and historical aspects of marketing in sport. Empirical research is based on a questionnaire which was conducted among users of fitness centers in Dubrovnik. The survey questionnaire are examined opinions and attitudes about marketing activities of fitness centers that users visit. Analysis of the results led to the conclusion that the marketing activities of fitness centers badly perceived by the users of their services. Fitness centers are the most advertised via Internet. It can be concluded that fitness centers inadequately and inefficiently conducted marketing activities in providing services and attracting users. In the context of empirical research was conducted depth interview with the heads of fitness centers. They believe that fitness centers have more space to conduct marketing activities and for strengthening the concept of social marketing. They want to achieve that goals within existing resources available to the fitness center without engaging specially trained staff or external marketing agencies.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:482892
Study programmeTitle: Business Studies
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2016-03-31 12:59:27