| VRSTA GRADIVA | analitična raven (sestavni del), tekstovno gradivo, tiskano, 1.02 - pregledni znanstveni članek |
| DRŽAVA IZIDA | Slovenija |
| LETO IZIDA | 2012 |
| JEZIK BESEDILA/IZVIRNIKA | slovenski |
| PISAVA | latinica |
| DELO IMA | ilustracije |
| AVTOR | Pavli, Gašper - avtor |
| ODGOVORNOST | Lah, Marko - avtor // Jurak, Gregor - avtor |
| NASLOV | Športno sponzorstvo kot management procesa sponzorske menjave in marketinških odnosov med udeleženci |
| V PUBLIKACIJI | Šport. - ISSN 0353-7455. - ǂLetn. ǂ60, ǂšt. ǂ3/4 (2012), str. 13-19. |
| KRATKA VSEBINA | Dnevi zanašanja na strast športa ali zgolj na poznanstva, so mimo in športni sektor je postavljen pred iskanje novih mehanizmov športnega sponzoriranja. Namen članka je predstaviti izhodišče za nove pristope k razumevanju športnega sponzorstva in njegovega managementa. Z namenom širjenja okvirov obstoječega poimenovanja in razumevanja sledi analiza obstoječih teorij, pregled širšega marketinškega konteksta, kritika transakcijskega pristopa k marketingu in pregled pristopov kot so marketing temelječ na odnosih, medorganizacijski marketingin so-znamčenje ("co-branding") ter opredelitev nekaterih ključnih pojmov kot so imetje športa, sponzorstvo skozi šport, sponzorska menjava. Slednja je jedro športnega sponzorstva in medsebojno sodelovanje v menjavi pomeni zanikanje transakcijskih definicij opredelitev marketinga. Zato je potrebenpreskok od tradicionalnega sponzorstva, kjer gre za enosmerno komunikacijo od sponzorja preko sponzoriranega objekta do ciljne publike; do sponzorskega sodelovanja, kjer lastnik imetja športa postane enakopraven subjekt v sponzorskem razmerju. Takšno poimenovanje in razumevanje športnega sponzorstva, ki spodbuja dejavno upravljanje procesa sponzorske menjave in marketinških odnosov med udeleženci menjave, omogoča oblikovanjeskupne entitete, ki tako lažje dosega skupne cilje in bolj konkurenčne pristope za pridobivanje in ohranjanje sponzorstev. // Times when sports marketing was simply relying on passion for sport and networking are over and sports sector is faced to search for new mechanics of sport sponsorship. The purpose of this article is to present a platform for new perspectives of the process and management of sport sponsorship. The analysis of existing theories with broader marketing context, the critical analysis of transactional marketing approach in contrast with relationship marketing, concept of B-2-B marketing and co-branding processes contribute to the re-thinking about some of the key notions such as sport property, sponsorship through sport and sponsorship exchange process. The latter liesin the core of the sport sponsorship, however, transactional definitions ofmarketing and sponsorship restrain the reciprocal cooperation in the sponsorship exchange. Thus the move from traditional definition of sponsorship based on one-way communication from sponsor to the target market with sponsored side as the medium, towards the sponsorship cooperation where sport properties becomes equal subjects in the sponsorship relationship is crucial. Alternative definitions of key sponsorship notions in Slovenian language are proposed and search for profound understanding of the sport sponsorship mechanics empowering the active management of the sponsorship exchange and marketing relations between participating entities is presented in search of new platforms for the sponsorship industry. |
| OPOMBE | Bibliografija: str. 18-19 // Izvleček ; Abstract |
| OSTALI NASLOVI | Sport sponsorship as management of sponsorshipexchange process and marketing relationships between parties |
| PREDMETNE OZNAKE | // šport // marketing // management // sponzorstvo // sponsorship // sport // marketing // management |
| UDK | 005:796 |