FROM TRADITIONAL TO DIGITAL SPORTS MARKETING: A CONCEPTUAL STUDY
GELENEKSELDEN DİJİTALE SPOR PAZARLAMASI: KAVRAMSAL BİR ÇALIŞMA

Author : Arif YÜCE -- Hakan KATIRCI - Sevda GÖKCE
Number of pages : 543-556

Abstract

One of the most distinctive features that define today's world is the phenomenon of change and innovations created by the change process. The concept of marketing, which was defined by Philip Kotler (2000: 4) as "the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit", has undergone changes over the years and formed today's digital marketing. Especially communication technologies and Internet have started a new era in marketing as in every other fields. Sports marketing practices have been affected by this new era and taken into consideration as "sportainment" that combines sports and entrainment. In brief, since the beginning of the 21st century, in accordance with the communication technologies the concept of entertainment has evolved into something that is more interactive, entertaining and digital. This study is a conceptual study that describes sports marketing methods and applications in digital world through literature review. Literature review is a method that examines the scientific studies that have been done before and relates the studied subject to the past studies and examines the basic subjects in the field (Cresswell, 2014: 29). In this respect, studying the texts about the way in which sports marketing is approached in today's digital world and its interpretations have formed the main theme of the study. The main purpose of this study is to form evaluations that contribute to sports marketing literature within the scope of postmodern marketing.

Keywords

Marketing, Postmodern Marketing, Sports Marketing, Digital Sports Marketing, Postmodern Sports Marke

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