The Use of a Multi-tiered Framework to Analyze Commercial, Cause and Social Marketing Strategies in Sport

N. Lough, J. Pharr
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引用次数: 7

Abstract

Marketing can be described as commercial, cause-related or social depending on the locus of benefit, the objective / outcomes desired and the focus of exchange. Social marketing has been described as the application of marketing technologies designed to influence the voluntary behavior of a target audience to improve personal and societal welfare (Andreasen 1995). Increasingly sport organizations have been engaging in social marketing which has a unique set of objectives and outcomes. To date, few studies have appeared in which the use of social marketing strategies were examined in sport. As a result, the purpose of this paper is to identify the distinct differences between social marketing, cause-related marketing and commercial marketing Through development of a multi-tiered marketing framework, analysis of each approach will be undertaken to illuminate the use of each strategy in sport to achieve both economic and non-economic marketing related objectives.
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运用多层次框架分析体育的商业、事业和社会营销策略
根据利益的轨迹、期望的目标/结果和交换的焦点,市场营销可以被描述为商业的、与事业相关的或社会的。社会营销被描述为营销技术的应用,旨在影响目标受众的自愿行为,以提高个人和社会福利(Andreasen 1995)。越来越多的体育组织已经参与社会营销,它有一套独特的目标和结果。到目前为止,很少有研究出现了社会营销策略的使用在体育检查。因此,本文的目的是确定社会营销,事业相关营销和商业营销之间的明显差异。通过多层营销框架的发展,将对每种方法进行分析,以阐明在体育运动中使用每种策略,以实现经济和非经济营销相关目标。
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