2010 Fiscal Year Final Research Report
An empirical study on systematization of sport marketing management sciences.
| Project/Area Number |
20500548
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Single-year Grants |
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| Section | 一般 |
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| Research Field |
Sports science
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| Research Institution | Fukuoka University of Education |
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Principal Investigator |
NAKANISHI Junji Fukuoka University of Education, 教育学部, 教授 (90243849)
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| Project Period (FY) |
2008 – 2010
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| Keywords | スポーツ経営 / マネジリアル・マーケティング / 市場細分化 / インタラクティブ・マーケティング / サービス・エンカウンター / サービス・クオリティ / アフターマーケティング / 顧客苦情マネジメント |
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| Research Abstract |
The purpose of this study was to systematize sport marketing management sciences from a viewpoint of relationship marketing. As a result, the sport marketing management sciences had reliable three marketing paradigms, and they could call (1) managerial marketing, (2) interactive marketing, and (3) after marketing, respectively. In all, the study suggests that sport marketing management sciences are useful technology in the field of sport business, and this technology should be made more use for the meeting of supply and demand in sport management in future.
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