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Saberi, A., Bagheri, G., yazdani, H., Alidoust, E., Ghorbani, M. (2019). Designing of Social Marketing Mix Model to Development of Sport for All. Aquatic Physiology and Biotechnology, 8(2), 1-21. doi: 10.22124/jsmd.1970.3439
Ali Saberi; GHodratallah Bagheri; Hamidreza yazdani; Ebrahim Alidoust; Mohammad Hossein Ghorbani. "Designing of Social Marketing Mix Model to Development of Sport for All". Aquatic Physiology and Biotechnology, 8, 2, 2019, 1-21. doi: 10.22124/jsmd.1970.3439
Saberi, A., Bagheri, G., yazdani, H., Alidoust, E., Ghorbani, M. (2019). 'Designing of Social Marketing Mix Model to Development of Sport for All', Aquatic Physiology and Biotechnology, 8(2), pp. 1-21. doi: 10.22124/jsmd.1970.3439
Saberi, A., Bagheri, G., yazdani, H., Alidoust, E., Ghorbani, M. Designing of Social Marketing Mix Model to Development of Sport for All. Aquatic Physiology and Biotechnology, 2019; 8(2): 1-21. doi: 10.22124/jsmd.1970.3439

Designing of Social Marketing Mix Model to Development of Sport for All

مدیریت و توسعه ورزش
Article 1, Volume 8, Issue 2 - Serial Number 18, September 2019, Pages 1-21    PDF (1.86 M)
Document Type: Research Paper I Open Access I Released under (CC BY-NC 4.0) license
DOI: 10.22124/jsmd.1970.3439
Authors
Ali Saberi* 1; GHodratallah Bagheri2; Hamidreza yazdani3; Ebrahim Alidoust2; Mohammad Hossein Ghorbani4
1Assistant Professor of sport management, University of Tehran
2Associate Professor of sport management, University of Tehran
3Assistant Professor of Human resource management
4Assistant Professor of Sport Management, sport science reaserch institute of Tehran
Abstract
Objective: The purpose of this research was to designing social marketing mix model for the development of the sport.
Methodology: The research method was a combination of quantitative and qualitative methods and according to qualitative data collection in the first step and quantitative validation it in the next phase was mixed exploration. The statistical population in this research were all experts in the academic or executive. Method of sampling in qualitative section in the present research initially was judgment and targeting and continuing for the purpose to collect data was used a snowball sampling method .In this research, with interviewing of 13 people from samples was reached to theoretical saturation. The data collection tools in the first step was interview and after coding and identifying themes and indexes A questionnaire was Was drafted and used to design and validate the model. Data analysis was done in the qualitative section with using theme analysis and in the quantitative part with using SPSS and LISREL software.
Results: The results of the themes analysis showed that Social marketing mix consisted of 6 P (Product, place, price, promotion, people, and physical evidence). Also the results of confirmatory factor analysis showed that model was good fit, also, Quantitative results of the research showed that the identified factors were not in desirable conditions for the development of sport for all.
Conclusion: According to the results of this study, having a marketing and customer orientation view for the purpose of developing sport for all is necessary, One of the effective factors in this area is attention to the elements of marketing mix that officials and practitioners involved in the development of sport for all and promotion of health in the country In order to increase people participation in sport and physical activity can make use it.
Keywords
Social marketing Mix; theme analysis; Sport for All
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