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Sports marketing with the approach of five generations of marketing | ||
| سامانه مرکز نشر دانشگاه گیلان | ||
| Volume 1404, Issue 1, 2025 PDF (4.27 M) | ||
| Document Type: Original Article | ||
| DOI: 10.22124/psug.2025.26194.1046 | ||
| Authors | ||
| Nooshin Benar* 1; sadegh Fattahi Milasi1; Ali Nazarian2 | ||
| 1sport management faculty,/physical education and sport science/university of Guilan/Rasht/Iran | ||
| 2assistant professor of sport management/ lorestan university | ||
| Abstract | ||
| In the current economic world, companies and organizations need to invest in their marketing to survive. Sports marketing includes activities aimed at promoting and selling sports-related products and services. These activities include the use of sports event advertisements and other promotional activities. Since sports have become a large part of human life and have a large fan base, sports marketing is important for various companies and brands. Here we examine the evolution of marketing from first generation marketing to fifth generation marketing: In the first generation marketing, the focus of marketing was more on the product and the main goal of marketing was to sell the product. During this period, advertisements were mostly done in the form of print and radio media, and communication with customers was more repetitive. Also, during this period, customers were recognized as an asset and a source of income. Second generation marketing, which started in the 1980s, was formed with an emphasis on paying attention to customers and interacting more with them. During this period, more attention was paid to market research and information gathering in order to better understand the needs and problems of customers. Also, the use of effective advertising methods, such as television, radio and print ads, became popular during this period. During this period, the focus of marketing on the customer increased and efforts were made to provide better products and services for customers. The communication with the customers was also two-way, and most of the advertisements were done in the form of television and display advertisements. During this period, the customer was recognized as a partner in the business. Third-generation marketing, which emerged in the 1990s, was created with a focus on branding and an emphasis on value and customer experience. During this period, attention to the communication between customers and the brand, improving the customer experience and using new technologies, such as the Internet, computer games and social networks, to communicate with customers increased. Fourth generation marketing, which emerged in the 2010s, was created with an emphasis on technology and technology. In this period, the increased use of artificial intelligence, robotics, Internet of Things and visual and audio experiences were used in order to improve customer experience and increase productivity in the marketing process. In the fourth generation marketing, advanced technologies such as artificial intelligence, expansion of the Internet of Things, blockchain, etc. are used to improve marketing processes and enhance customer experience. For example, by using big data analysis and artificial intelligence algorithms, large companies can predict their behavior and suggest the best marketing solutions by tracking and deeply analyzing customer data. Also, using the Internet of Things, companies can instantly receive information about their users as well as their products. This information can improve marketing processes, improve customer experience and improve products. Finally, fifth generation marketing, which officially started in 2020, was created with regard to cultural and social influences on the market. | ||
| Keywords | ||
| Sports marketing; marketing generations; market management | ||
| Full Text | ||
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قیمت کتاب: 0 ریال (چاپ الکترونیکی) تعداد صفحات: 291صفحه شابک: 0ـ 344ـ 153 ـ 600 ـ 978 سال چاپ: 1404 نوبت چاپ: اول
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