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Abstract


Spor Pazarlamasında Tutundurma Karması Elemanlarının Kullanımının İncelenmesi
Sports activities appeal to a wide audience nowadays when technological developments have shown a sharp rise. Parallel to the rise of commercial competition, sports organizations also give importance to incorporation in this process. One of the most important requirements of incorporation processes is the marketing activities. Fans have become sports consumers out of audience / spectator day by day for incorporated sports organizations. This has currently led to the concept sports marketing come to the fore. The concept of sports marketing is examined in two different dimensions in the literature: firstly, it is defined as the delivery of products and services of sports to consumers. Secondly, it is the use of sports for publicity of non-sportive product marketing. Promotion mix elements, which are among marketing strategies, are effectively used in sports marketing. Promotion mix, which is composed of advertising, public relations, personal selling, direct marketing and sales promotion, emerge as factors by which corporate sports organizations reach to their consumers. In this study, the contribution of the use of the elements of promotion mix in sports marketing activities in recent conditions to incorporated sports organizations and to the trademarks has been examined. Studies in the literature and current examples have been utilized in examination stage. The resulting data have shown that the use of the elements of promotion mix in sports marketing activities is effective and leading on sport consumer. It has also been reached to the fact that sports marketing play effective role in brand sales strategies.

Keywords
Sports marketing, promotion mix, consumer of sports


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