THE ROLE OF MARKETING RESEARCH IN SUSTAINABLE DEVELOPMENT OF SPORTS ORGANIZATIONS
Abstract
Marketing research can be considered the start point in the marketing endeavor of any sports entity in our country. The results of marketing research emphasize the need of adaptation and implementation of some development politics of sports entity, of a more efficient sports politics. Strategies supposed to prevent sport activities abandon are based on an operational informing marketing system that assumes individual knowledge of member clubs or supporters. The necessity of coherence knowledge at the entire communication of sports organization imposes registration of promotional programs of sports services within the organization global communication program. Adoption of communication forms through sport, on a wide scale must be done in a constant and urgent way. So, the right knowledge of the content, efficient ways of communication through sports, of new tools, as well as the using of the combination between the new methods of communication with the classic ones, including the modern means of communication, can contribute to a selection of a viable alternative for the sustainable future of sports organization.
