Sports marketing and sponsorship promotion

Marketing je društveni proces koji putem stvaranja i razmjene proizvoda i vrijednosti s drugima, pojedinci i grupe dobivaju ono što im je potrebno. Obuhvaća dobra, usluge, događaje, iskustva, osobe, organizacije, mjesta, imovinu i ideje. Unutar korporacije postoji nekoliko koncepcija unutar kojih se može provoditi marketinška aktivnost: koncepcija proizvodnje, koncepcija proizvoda, prodajna koncepcija, marketinška koncepcija i koncepcija holističkog marketinga. Marketing u sportu je posebno područje primjene koncepta marketinga na području sporta. Elementi marketinškog miksa u sportu jednaki su elementima miksa općenito, a to su: proizvod/usluga, cijena, promocija i distribucija. Na primjeru dvaju gospodarska diva McDonald'su i Adidasu će se objasniti važnost i značaj mogućnosti sponzorstva sportskih događaja, klubova i samih sportaša. Marketing is a social process which uses creation and trading of product sand value with others to provide individuals and groups to get things they need. It in cludes goods, services, organizations, places, property and ideas. Inside a corporation there's a couple of conception sinside which you can run marketing activities: conception of creation, conception of product, sales conception, marketing conception and holistic marketing conception. Marketing insportsis a special area in which you can apply the conceptof marketing. Elements of marketing mix in sport are the same as general marketing mix, and those are: product, promotion, price and placement. The importance and meaning of sponsoring sporting events, sport club sand athletes them selves will beexplaied through examples of two economic giants – McDonalds and Adidas.