Earticle

초록

영어

Marketing is an evolving discipline subject to continued reassessment, redirection, and restructuring. Sports marketing has received much attention in recent business literature as a result of increase of leisure time and preference for sports. Although recognition of sports marketing is still very low in Korea, sports marketing has become a kind of marketing strategies necessary for a business. It is high time, therefore, to review the implications of sports marketing and adopt necessary means of marketing communication. Thus, the focus of this study is upon analyzing of the nature and strategies of sports marketing. Sports marketing in this study is recognized as marketing through or with sports, namely, activities of public relation, advertising, promotion of businesses utilizing the sports such as sponsorship. The objectives of this study are to : 1. delineate the change of marketing environment that led to a call for sports marketing. 2. construct theoretical framework for sports marketing. 3. discuss main strategies concerning to the evolution of sports marketing. These objectives can be accomplished by analyzing many theoretical articles regarding to sports marketing.

목차

I. 序論
 1. 硏究의 目的
 2. 硏f究의 方法및 範圍
 II. 스포츠 마케팅의 本寶과 基本論理
  1. 스포츠 마케팅의 槪念 및 領域
  2. 스포츠 마케팅의 發生基盤
  3. 스포츠 마케팅의 期待效果
 III. 스포츠 마케팅의 戰略的 贊理
  1. 스포츠 種目에 대한 評價
  2. 스포츠 선수 個人에 대한 評價
  3. 스포츠 行事에 대한 評價
 IV. 스포츠 마케팅의 事例
  1. 박세리 선수의 영입
  2. 박세리 선수에 대한 投賣와 管理
  3. 박세리 선수를 통한 마케팅 效果
 V. 結論및 提言
 참고문헌
 Abstract

저자

• 李圭熙 [ 이규희 | 大邱産業情報大學 마케팅情報科 副敎授 ]
• 金吉顯 [ 김길현 | 大邱産業情報大學 마케팅情報科 專任講師 ]

참고문헌