Marketing Mix in Team Sports in Serbia

Abstract

Marketing activities, i.e. promotional presentations of various offers to a wide audience, represent inevitable means in strategic plans of organisations from various fields. Such approach also demands from sports organisations to form a promotional marketing mix. The objective of this paper was to examine the marketing mix in sports clubs of sports teams at the highest competition ranking in Serbia. A sample of 118 examinees-available managers from four collective sports management teams (football, basketball, handball and volleyball), was used for conducting an assessment of attitudes regarding the use of the marketing mix. Obtained results show a low current status of marketing in the assessed sports, and by implementing the Kruskal Wallis and Man Whitney tests, differences in certain elements of the marketing mix were also recognised. These differences indicate the advantage on the side of the managers working in football and basketball field as opposed to those working with handball and volleyball. Ultimately, theoretical and practical values of the obtained results were also discussed.

The Resource-Based View and the Implications of Organisational Orientation in Professional Football Clubs: An Exploratory Study

“…Employees must know about an organisation's customs, habits and beliefs, as these affect the organisation's functioning. Organisational culture can be described as acquiring knowledge and skills that can lead to a competitive advantage in the market (Matic & Maksimovic, 2020). A club's employees can represent a unique source of competitive advantage which is difficult for rivals to imitate (Mnzava, 2013).…”

“…A club's employees can represent a unique source of competitive advantage which is difficult for rivals to imitate (Mnzava, 2013). It is up to managers to support, facilitate and accelerate the creation, spread and use of knowledge in the organisation (Matic & Maksimovic, 2020). These five clubs have a positive view of learning as a key element of the club's learning.…”

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“…Copernicus, Crossref, ROAD, in addition to "Google Scholar". Accordingly, the editorial team of this journal consists of scientists from Brazil, Turkey, Malaysia, Serbia, Croatia, Kosovo, Bosnia and Herzegovina, as well as the fact that this journal recognizes a growing number of eminent authors from the region, and the world [65,66,67,68,69,70,71,72,73,74,75] it is not surprising why it is recorded much larger citations compared to previous years, as well as to record the citations of this journal in the "Web of Science" database. Of course, it is expected that it will soon be indexed in one of the prestigious electronic citation databases.…”

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“…In the first year of its work, the journal managed to be indexed in databases such as "DOAJ" and "Index Copernicus", as well as a number of other databases, which speaks of quality work. In the short span of its existence, the journal has succeeded in attracting the attention of researchers from all over the world [49,50,51,52,53,54,55,56,57,58], which contributed to tripling the number of citations in the "Google Scholar" database compared to last year and also recording the first citation in the "Web of Science" database. It is still premature to make some projections for entering the most prestigious databases, but the fact is that editorial board is on the right track.…”