earticle

영어

Marketing is an evolving discipline subject to continued reassessment, redirection, and restructuring. Sports marketing has received much attention in recent business literature as a result of increase of leisure time and preference for sports. Although recognition of sports marketing is still very low in Korea, sports marketing has become a kind of marketing strategies necessary for a business. It is high time, therefore, to review the implications of sports marketing and adopt necessary means of marketing communication. Thus, the focus of this study is upon analyzing of the nature and strategies of sports marketing. Sports marketing in this study is recognized as marketing through or with sports, namely, activities of public relation, advertising, promotion of businesses utilizing the sports such as sponsorship. The objectives of this study are to : 1. delineate the change of marketing environment that led to a call for sports marketing. 2. construct theoretical framework for sports marketing. 3. discuss main strategies concerning to the evolution of sports marketing. These objectives can be accomplished by analyzing many theoretical articles regarding to sports marketing.