FROM TRADITIONAL TO DIGITAL SPORTS MARKETING: A CONCEPTUAL STUDY
One of the most distinctive features that define today's world is the phenomenon of change and innovations created by the change process. The concept of marketing, which was defined by Philip Kotler (2000: 4) as "the science and art of exploring, creating, and delivering value to satisfy t...
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Fırat University
2019
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oai:doaj.org-article:a23ee8421baf49bd805b3e7ef8ddadab2021-11-24T09:20:47ZFROM TRADITIONAL TO DIGITAL SPORTS MARKETING: A CONCEPTUAL STUDY2148-416310.9761/JASSS6947https://doaj.org/article/a23ee8421baf49bd805b3e7ef8ddadab2019-08-01T00:00:00Zhttps://jasstudies.com/index.jsp?mod=tammetin&makaleadi=666311078_35-Ar%C5%9F.%20G%C3%B6r.%20Arif%20Y%C3%BCce.pdf&key=28219https://doaj.org/toc/2148-4163One of the most distinctive features that define today's world is the phenomenon of change and innovations created by the change process. The concept of marketing, which was defined by Philip Kotler (2000: 4) as "the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit", has undergone changes over the years and formed today's digital marketing. Especially communication technologies and Internet have started a new era in marketing as in every other fields. Sports marketing practices have been affected by this new era and taken into consideration as "sportainment" that combines sports and entrainment. In brief, since the beginning of the 21st century, in accordance with the communication technologies the concept of entertainment has evolved into something that is more interactive, entertaining and digital. This study is a conceptual study that describes sports marketing methods and applications in digital world through literature review. Literature review is a method that examines the scientific studies that have been done before and relates the studied subject to the past studies and examines the basic subjects in the field (Cresswell, 2014: 29). In this respect, studying the texts about the way in which sports marketing is approached in today's digital world and its interpretations have formed the main theme of the study. The main purpose of this study is to form evaluations that contribute to sports marketing literature within the scope of postmodern marketing.Arif YÜCEHakan KATIRCISevda GÖKCEFırat Universityarticlemarketingpostmodern marketingsports marketingdigital sports marketingpostmodern sports markeSocial SciencesHSocial sciences (General)H1-99DEENFRTRJournal of Academic Social Science Studies , Vol 10, Iss 55, Pp 543-556 (2019) |
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DOAJ |
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DE EN FR TR |
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marketing postmodern marketing sports marketing digital sports marketing postmodern sports marke Social Sciences H Social sciences (General) H1-99 |
| spellingShingle |
marketing postmodern marketing sports marketing digital sports marketing postmodern sports marke Social Sciences H Social sciences (General) H1-99 Arif YÜCE Hakan KATIRCI Sevda GÖKCE FROM TRADITIONAL TO DIGITAL SPORTS MARKETING: A CONCEPTUAL STUDY |
| description |
One of the most distinctive features that define today's world is the phenomenon of change and innovations created by the change process. The concept of marketing, which was defined by Philip Kotler (2000: 4) as "the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit", has undergone changes over the years and formed today's digital marketing. Especially communication technologies and Internet have started a new era in marketing as in every other fields. Sports marketing practices have been affected by this new era and taken into consideration as "sportainment" that combines sports and entrainment. In brief, since the beginning of the 21st century, in accordance with the communication technologies the concept of entertainment has evolved into something that is more interactive, entertaining and digital. This study is a conceptual study that describes sports marketing methods and applications in digital world through literature review. Literature review is a method that examines the scientific studies that have been done before and relates the studied subject to the past studies and examines the basic subjects in the field (Cresswell, 2014: 29). In this respect, studying the texts about the way in which sports marketing is approached in today's digital world and its interpretations have formed the main theme of the study. The main purpose of this study is to form evaluations that contribute to sports marketing literature within the scope of postmodern marketing. |
| format |
article |
| author |
Arif YÜCE Hakan KATIRCI Sevda GÖKCE |
| author_facet |
Arif YÜCE Hakan KATIRCI Sevda GÖKCE |
| author_sort |
Arif YÜCE |
| title |
FROM TRADITIONAL TO DIGITAL SPORTS MARKETING: A CONCEPTUAL STUDY |
| title_short |
FROM TRADITIONAL TO DIGITAL SPORTS MARKETING: A CONCEPTUAL STUDY |
| title_full |
FROM TRADITIONAL TO DIGITAL SPORTS MARKETING: A CONCEPTUAL STUDY |
| title_fullStr |
FROM TRADITIONAL TO DIGITAL SPORTS MARKETING: A CONCEPTUAL STUDY |
| title_full_unstemmed |
FROM TRADITIONAL TO DIGITAL SPORTS MARKETING: A CONCEPTUAL STUDY |
| title_sort |
from traditional to digital sports marketing: a conceptual study |
| publisher |
Fırat University |
| publishDate |
2019 |
| url |
https://doaj.org/article/a23ee8421baf49bd805b3e7ef8ddadab |
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AT arifyuce fromtraditionaltodigitalsportsmarketingaconceptualstudy AT hakankatirci fromtraditionaltodigitalsportsmarketingaconceptualstudy AT sevdagokce fromtraditionaltodigitalsportsmarketingaconceptualstudy |
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