MARKETING FOR SPORT

30,00 PLN

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I. Introduction
Preface
Prof. Ph.D. Henryk Mruk
By way of introduction
Krzysztof Kropielnicki, Piotr Matecki
Sports and money
Tomasz Redwan
How to effectively select and evaluate sponsorship?
Marcin Andrzejczyk
Insidious marketing in sports against the background of the evolution of marketing
Dr. Zbigniew Widera
II. Relations between sport and business
Athlete’s success and entrepreneur’s success
Prof. Ph.D. Henryk Mruk
Leadership in the athlete-coach relationship
Adam Bekier
III. Sports product
Marketing concept of a sports venture
Prof. Ph.D. Andrzej Szromnik
A sporting event as a product in marketing terms
Jan Chłapowski
IV. Identification of fan-consumer behavior on the sports market
Sports market segmentation – essence and criteria for selecting the target market
Dr. Zygmunt Waśkowski
Customer relationship management in club management
sports
Jacek Hanarz
Application of the Teamqual method in assessing the quality of a show
sports on the example of a basketball match
Dr. Sławomir Kowalski
Identification of sports fans’ preferences based on an example
study „Fans about Lech Poznań”
Dr. Mirosława Kaczmarek, Krzysztof Kropielnicki, Piotr Matecki
V. Public relations
Conditions and directions of promotional activities in niche sports on the example of seven-a-side rugby (Rugby 7)
Stanisław Pogorzelski
How to prepare a simple but effective sports PR campaign
Filip Mecner
The media value of an athlete
Konrad Pudło
VI. Marketing of sports and recreation services
Individualization of the offer of fitness clubs
Dr. Eng. Agnieszka Widawska-Stanisz, Dr. Eng. Izabella Sowier-Kasprzyk
Authorization strategy in the operation of a sports and recreation service enterprise
Dr. Eng. Agnieszka Widawska-Stanisz
VII. Sports marketing in practice
Orange Ekstraklasa – case study
Piotr Golos
Case studies of the Volvo Masters Amateur program
Zofia Bugajna
Strategy for the development of professional golf in Poland
Marek W. Podstolski
Sport as an element of building the competitive advantage of cities and regions
Piotr Matecki, Jarosław Semrau
KKS Lech Poznań as a modernly managed brand
Olaf Jarzemski, Jagoda Wawrzyniak
VIII. Financial aspects of sport
Structure and principles of financing Polish volleyball
Artur Popko
The role of local government in financing physical culture on the example of the City of Poznań
Dr. Ewa Bąk
European football clubs on capital markets
Sebastian Miroński
XI. Around sports
Hypnosis in sports
Dr. Andrzej Kaczorowski
The level of sports knowledge of Polish fans in the light of online research results
Paweł Grzybek, Artur Kotliński, Karol Marciniak
„Wizards of Wembley”. Football in Scotland against the background of the Scottish-English rivalry
Roman Zaczkiewicz
Sport in monuments – the role and importance of sports and recreation services in the offer of Polish tourist hotels
Wojciech Giergiel