Science – Future of Lithuania / Mokslas – Lietuvos Ateitis, Vol 6, No 1 (2014)

International Sport Events: Improving Marketing

Margarita Kerzaitė (Vilniaus Gedimino technikos universitetas, Lithuania)
Borisas Melnikas (Vilniaus Gedimino technikos universitetas, Lithuania)

Abstract


The report and the article will be a comprehensive analysis ofthe needs to improve the international sport events marketing.Highlighting the role of international sport events in contemporarysociety and the challenges in the context of globalization,comparing opinions of various authors about aspects of classificationand the benefits for host country. The article and the reportreveals the main existing problem encountered in organizinginternational sport events, estimated perspectives for solutionof this problem. Summarizes the international sport eventsopportunities, basically modernize marketing tools according tothe marketing mix correction based on systematic synthesis ofmarketing concepts and adaptation/standardization needs, themost important factors in the marketing mix for the excretion ofthe main marketing objectives. The article is based on the latestscientific literature analysis.

Article in: English

Article published: 2014-02-20

Keyword(s): brand, ICEDRIPS, image, international sport events marketing, organizing committee, social marketing, sponsorship, notoriety.

DOI: 10.3846/mla.2014.11

Full Text: PDF pdf

Science – Future of Lithuania / Mokslas – Lietuvos Ateitis ISSN 2029-2341, eISSN 2029-2252
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 License.