Bài báo về " Quy trình lập kế hoạch chiến lược marketing thể thao"
Abstract: In many segments of the sport industry, sport marketers are pressured to increase their product sales to generate increased revenues for their organizations. This pressure poses a challenge. Be- cause sport marketers are involved in persuading consumers to buy, they run the risk of exaggerating or misrepresenting their products in an effort to sell them. Today, and in the future, sport marketers should recognize this risk and monitor their marketing strategies to ensure that they communicate honest images and messages about their products that are consistent with the core values of their organizations.
A marketing program is not delivered in isolation of the organization-wide planning process. In nor- mal circumstances, the marketing planning process must reflect the overall plans for the organization.
Key words: sport marketing, strategy, marketing program, planning process