scholarly journals Improvements of Football Clubs’ Marketing Strategies in Russian Reality

2021 ◽  
Vol 2 (16) ◽  
Author(s):  
Dmitry Panferov ◽  
Alexander Averin
Keyword(s):  
Marketing Strategy ◽  
External Environment ◽  
Integrated Approach ◽  
Well Being ◽  
Information Modeling ◽  
Or Efficiency ◽  
Football Club ◽  
Main Research ◽  
Football Clubs ◽  
Marketing Activities

Relevance and novelty. The article examines the issues related to the marketing activities of Russian football clubs in order to identify patterns in this process, as well as assessing the prospects for an integrated approach to evaluating such strategies in modern conditions, in particular, solving the issue of maximizing the effectiveness or efficiency and increasing the attractiveness of Russian football clubs in the international arena. Justification for the study. Therefore, it is the actions of specific specialists that largely determine how exactly a football club positions itself in the external environment, and also with the help of which tools it solves the problems of increasing the brand’s popularity and attracting fans to stadiums, which directly contribute to the increase in sales of related products to clubs. Marketing management in a football club as well as in companies of other industries should be based on a marketing strategy that should solve a number of specific issues and ensure that the football club is stable in the external environment even in times of crisis. In this regard, the relevance of theoretical and practical research of this problem cannot be questionable. The purpose of this study was to investigate how Russian football clubs deal with marketing activities in the new reality and consider the ways of optimizing their work. Methods. The main research methods were literary review, analysis and synthesis of information, modeling and statistical analysis. Results. As a result of the work, it was concluded that a marketing strategy is necessary for every football club, since it can be used not only to generate new ways of interacting with stakeholders, but also to create a good idea of the brand and ensure its promotion with much lower costs and problems. and also evaluate the effectiveness of brand communications. Realizing that organizational efficiency and effectiveness to a large extent depends not only on titles won, but also on financial performance, fan base growth, as well as the number of followers in social networks, which then turn into loyal fans, we can conclude that for a correct and adequate assessment of the club's marketing strategy and its overall activities requires a system that will consider these, as well as unnamed, but no less important, indicators. Conclusion. Based on the research, it is necessary to understand that the marketing strategy of a football club can significantly facilitate its task of increasing material well-being, as well as provide audience growth in the stands and brand recognition not only in the territory of a particular country, but also beyond its borders. Keywords: football, marketing, integrated approach.  

Boosting Football Club Brands Through Museums

2019 ◽  
pp. 110-128
Author(s):  
Marta Massi ◽  
Chiara Piancatelli ◽  
Piergiacomo Mion
Keyword(s):  
Marketing Strategy ◽  
Brand Awareness ◽  
Market Segments ◽  
Football Club ◽  
Customer Base ◽  
Football Clubs ◽  
The Creation

This chapter focuses on the relatively recent phenomenon of the creation of museums by football clubs and discusses the role of football club museums as “branding platforms.” The authors review the case of Mondo Milan, an innovative museum founded in 2014 by A.C. Milan, to illustrate how the development of football club museums represents a marketing strategy aimed at boosting the club brand and broadening the club customer base. The analysis of the case—supported by an interview with the Marketing and B2C Sales Director of Mondo Milan—shows how football club museums represent an opportunity not only for generating revenue but also for attracting new market segments that can engage in the history and values of the club and enhancing their brand awareness and image.

scholarly journals Complex systems of management of marketing activity of meat farming enterprises

2018 ◽  
pp. 67-77
Author(s):  
S. Shupyk
Keyword(s):  
Supply Chain ◽  
Marketing Strategy ◽  
Market Orientation ◽  
Management System ◽  
External Environment ◽  
Marketing Management ◽  
Management Process ◽  
Marketing Activity ◽  
Marketing Activities ◽  
The Creation

The components of marketing management are systematized and definitions of th econcept of marketing management in the Ukrainian and foreign scientific literature are generalized. The components of marketing management at three levels of the organization a structure represented. The components of the marketing management process are presented: the mission of the enter prise; establishment of marketing objectives; collection, analysis and processing ofi nformation for the purpose of analyzing market opportunities (4C: company, context, client, competitors); identification of strengths and weaknesses, opportunities and threats enterprise; development of marketing strategy; realization of marketing strategy; periodic monitoring of marketing efforts and making necessary changes; development of strategic marketing programs for specific situations, assessment of marketing performance and staff motivation. Most marketing professionals consider managing a marketing process at three levels of organizational structure: on a corporate, business unit and functional and core activities –analysis, planning, implementation, and control. The process of marketing management is to implement functions, each of which is a set of analytical and appraisal tasks and strategic, tactical planning. When introducing marketing in to the enterprise management system, it is necessary to ensure the creation of marketing services with such functions as, studying markets, determining the market capacity, identifying buyers requirements for the product, ensuring product competitiveness, organizing product promotion on the market, for ming supply chain for high value added products, the processing of by-products and waste products. In order to ensure the high performance of the marketing unit at the enterprise it is expedient to form close relationships with other management departments and orient the management system to meet the needs of consumers in quality, price and other consumer properties. Features of the environment of functioning of domestic producers of poultry meat characterized by a high level of monopolization, increased uncertainty as factors of the internal and external environment of the supply chain, stable dynamics of growth in production volumes are considered. This situation is conditioned by the peculiarity of meat poultry farming, where the peculiarity of the technological process determines the rapid return on invested capital and the high investment attractiveness of the industry, which resulted in the construction of innovative poultry farms, mostly of a vertically integrated type. It was established that the basis for the creation of specialized divisions in the field of marketing were sales and supply departments, which in previous years functioned at these enter prises and performed a wide range of functions, including analytical ones. The basic requirements, which are presented to the structure of management of marketing activity are systematized: flexibility, efficiency, optimality, efficiency, reliability, stability. The structure of management of marketing activities of thee nterpriseis, in the most general form, the subordination of managerial links between objects and management entities, which characterizes the information communications of units that have hierarchical subordination and are endowed with certa in rights and responsibilities. In order to improve the management process of marketing activities of meat poultry enterprises, the flexible orientation of the final results of their activities to the requirements of consumers, approaches to assess the effectiveness of marketing activities areproposed. Effectiveness of the management process of the enterprise should be conducted on the basis of assessment of the factors of market orientation of the highest level of management of the enterprise, market orientation of staff, the establishment of interaction between staff and senior management, the level of openness of the external environment of the management system.The main factors restraining the management of the company in full implementation of the principles of the modern marketing concept are systematized, namely: a narrow unde rstanding of the essence of marketing, monopolization of the market, the lack of qualified specialists in the field of marketing, lack of financing of marketing activities. Key words: marketing management, marketing activity management system, marketing structure, meat poultry enterprises.

Strategi Pemasaran Industri Rumah Tangga Arang Tempurung Kelapa (Studi Kasus Pada Industri Rumah Tangga Bapak Abdul Razak Di Cimanggis, Ciputat, Tangerang Selatan)

2018 ◽  
Vol 1 (1) ◽  
pp. 67-73
Author(s):  
Zelivieska Bintang Maharani ◽  
Ratna Pratiwi ◽  
Qory Anissa ◽  
Dwi Ratnasari ◽  
Sugeng Waluyo ◽  
...  
Keyword(s):  
Marketing Strategy ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Technology Utilization ◽  
Marketing Activities ◽  
Home Industries ◽  
Industrial Strength

In South Tangerang city, there are many home industries producing charcoal shell. One of the industry is practiced by Mr. Abdul Razak in Ciputat District. According to some studies, in general the home industry is facing many problems, one of which is a weak in marketing strategy. Based the information, this article reports the marketing strategies implemented by the industry. With SWOT approach, we informed that the position of industrial strength lies in good relationships with suppliers. And the weakness is that the marketing activities carried out only through word of mouth. We recommend that the industry need to consider the using of banners or internet-based technology utilization for the marketing strategies.

The influence of the external environment on the formulation of marketing strategy

2018 ◽  
Author(s):  
Katarina Radlovački ◽  
◽  
Željko Ondrik ◽  
Nemanja Stojković ◽  
◽  
...  
Keyword(s):  
Marketing Strategy ◽  
External Environment

scholarly journals Effects of exposure to immersive videos and photo slideshows of forest and urban environments

2021 ◽  
Vol 11 (1) ◽  
Author(s):  
Fariba Mostajeran ◽  
Jessica Krzikawski ◽  
Frank Steinicke ◽  
Simone Kühn
Keyword(s):  
Research Question ◽  
Well Being ◽  
Urban Environments ◽  
Natural Environments ◽  
Jail Inmates ◽  
Forest Environment ◽  
Main Research ◽  
Head Mounted Display ◽  
Sense Of Presence ◽  
Hospital Patients

AbstractA large number of studies have demonstrated the benefits of natural environments on people’s health and well-being. For people who have limited access to nature (e.g., elderly in nursing homes, hospital patients, or jail inmates), virtual representations may provide an alternative to benefit from the illusion of a natural environment. For this purpose and in most previous studies, conventional photos of nature have been used. Immersive virtual reality (VR) environments, however, can induce a higher sense of presence compared to conventional photos. Whether this higher sense of presence leads to increased positive impacts of virtual nature exposure is the main research question of this study. Therefore, we compared exposure to a forest and an urban virtual environment in terms of their respective impact on mood, stress, physiological reactions, and cognition. The environments were presented via a head-mounted display as (1) conventional photo slideshows or (2) 360$$^{\circ }$$ ∘ videos. The results show that the forest environment had a positive effect on cognition and the urban environment disturbed mood regardless of the mode of presentation. In addition, photos of either urban or forest environment were both more effective in reducing physiological arousal compared to immersive 360$$^{\circ }$$ ∘ videos.

scholarly journals Integrating Sustainable Development and Children’s Rights: A Case Study on Wales

2021 ◽  
Vol 10 (3) ◽  
pp. 100
Author(s):  
Rhian Croke ◽  
Helen Dale ◽  
Ally Dunhill ◽  
Arwyn Roberts ◽  
Malvika Unnithan ◽  
...  
Keyword(s):  
Sustainable Development ◽  
Integrated Approach ◽  
Well Being ◽  
Children's Rights ◽  
Children’S Rights ◽  
The Sustainable Development ◽  
Rights Of The Child ◽  
Development Goals ◽  
Deliberative Processes

The global disconnect between the Sustainable Development Goals (SDGs) and the Convention on the Rights of the Child (CRC), has been described as ‘a missed opportunity’. Since devolution, the Welsh Government has actively pursued a ‘sustainable development’ and a ‘children’s rights’ agenda. However, until recently, these separate agendas also did not contribute to each other, although they culminated in two radical and innovative pieces of legislation; the Rights of Children and Young Persons (Wales) Measure (2013) and the Well-being and Future Generations (Wales) Act (2015). This article offers a case study that draws upon the SDGs and the CRC and considers how recent guidance to Welsh public bodies for implementation attempts to contribute to a more integrated approach. It suggests that successful integration requires recognition of the importance of including children in deliberative processes, using both formal mechanisms, such as local authority youth forums, pupil councils and a national youth parliament, and informal mechanisms, such as child-led research, that enable children to initiate and influence sustainable change.

Social determinants of mental well-being: senses of powerlessness and empowerment among Romani in Ukraine

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Viktoriia Gorbunova ◽  
Natalia Gusak ◽  
Vitalii Klymchuk ◽  
Valeriia Palii ◽  
Vitalina Ustenko ◽  
...  
Keyword(s):  
Social Determinants ◽  
Local Community ◽  
Extended Family ◽  
Well Being ◽  
Structured Interview ◽  
Research Strategy ◽  
Content Type ◽  
Main Research ◽  
Main Research Interest ◽  
Mental Well Being

Purpose The purpose of this paper is to explore senses of powerlessness and empowerment among Romani in Ukraine in relation to such social circles as the extended family, the Romani local community and the whole Ukrainian society. The main research interest is focused on situations and factors that make people feel powerless or empowered. Design/methodology/approach The study was conducted using a semi-structured interview method via telephone. Romani NGO experts approved the interview content. Trained Roma-facilitators were interviewers. Every interview was transcribed for further thematic analysis. Findings The most prominent empowerment factors for Romani people are located within their families and local communities, while the bigger society (Ukrainians themselves and Ukrainian public institutions) is a main source of powerlessness. At the same time, the rigid role of family and community expectations is seen as detrimental for both males and females. Originality/value The paper is original in terms of its topic (senses of powerlessness and empowerment among Romani in Ukraine as social determinants of mental well-being) and research strategy (engagement of Roma-facilitators as interviewers).

HIEQ LAB: A NOVEL FULL-SCALE FACILITY WITH OCCUPANTS TO INVESTIGATE INTEGRATIVE LIGHTING AND HUMAN PERFORMANCE IN A MULTI-DOMAIN APPROACH

2021 ◽  
Author(s):  
L. Giovannini ◽  
V.R.M. Lo Verso ◽  
F. Favoino ◽  
V. Serra ◽  
A. Pellegrino
Keyword(s):  
Human Performance ◽  
Well Being ◽  
Energy Performance ◽  
Real Space ◽  
Indoor Environmental Quality ◽  
Design Strategies ◽  
Main Research ◽  
Building Components ◽  
Lighting Systems ◽  
And Control

The new HIEQ Lab (Health, well-being and Indoor Environmental Quality Laboratory) is presented. It is a living lab, primarily intended for research on human performance, comfort, and well-being, integrated with the energy performance in a completely controlled real space. Users are involved as active players in controlling and assessing building components and design strategies for health, well-being and IEQ requirements. Experimental activities will be addressed through a multi-domain approach that combines lighting, acoustic, air quality and thermal issues. For what concerns lighting, the laboratory is conceived to study the performance of daylighting and electric lighting systems and control solutions, focusing on the relationship between lighting conditions and human performance, comfort, and well-being. The paper reports the results of a literature review on existing lighting research facilities, and then describes the features of the new HIEQ Lab and its main research objectives, with a focus on lighting and daylighting research opportunities.

STRATEGI PEMASARAN DALAM PERSAINGAN DESTINASI PARIWISATA

Pringgitan ◽  
2021 ◽  
Vol 2 (01) ◽  
Author(s):  
Suhartapa Suhartapa
Keyword(s):  
Marketing Strategy ◽  
Tourism Destination ◽  
Short Term ◽  
Marketing Program ◽  
Marketing Function ◽  
Marketing Activities ◽  
Tourism Destinations ◽  
Selling Process ◽  
Target Markets

Tourism destination marketing activities begin by selecting target markets, and these activities are referred to as the segmenting and targeting process. Meanwhile, activities to acquire, maintain and develop target markets are called the selling process. And the last thing is creating, delivering and communicating the destination offering is called the positioning process. The process of tourism activities can be in the form of long-term decisions or strategic levels which include the branding, segmenting, targeting, selling and positioning processes. Meanwhile, the short-term activity process or the tactical level is usually called a marketing program in the form of various maneuvers so that the predetermined marketing strategy can run well. Meanwhile, tactical activities, which are usually called marketing programs, are short-term processes aimed at making the marketing strategy run as determined. Activities that are tactical in this marketing program are decisions about the marketing mix. Competition for tourism destinations can be carried out through strategies that optimize the functions of tourism destinations. Like other industries, the function of a tourism destination can be in the form of an operational function and a marketing function. Keywords: Marketing Strategy, Competitive Strategy, Tourism Destination

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