USAGE OF THE STAKEHOLDER THEORY IN THE PROCESS OF BUILDING THE MARKETING STRATEGY OF SPORTS ORGANISATIONS

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Published:
Jun 17, 2015
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No. 13(62) (2015)
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Zygmunt Waśkowski
Uniwersytet Ekonomiczny w Poznaniu
https://orcid.org/0000-0003-0793-3578

DOI: https://doi.org/10.22630/PEFIM.2015.13.62.13
Keywords : Stakeholders’ theory, relationship marketing, sport, sport marketing, marathon runs
Abstract
As mass sport events are being treated as a product, due to their periodicity instead of offering continuity, they demand a different way of management and marketing support. However, the basic assumptions of the stakeholders’ theory and the concept of relationship marketing can be successfully used by sports organisations. Regardless of their specificity and dual character of operating the identification and analysis of stakeholders allow to better prepare an offer in the form of a sports event in order to optimise its value for different groups of consumers. An empiric example of the usage of the stakeholders’ theory in a sports organisation can be the Poznańskie Ośrodki Sportu i Rekreacji which organise one of Polish biggest marathons basing on this theory.

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How to Cite
Waśkowski, Z. (2015). USAGE OF THE STAKEHOLDER THEORY IN THE PROCESS OF BUILDING THE MARKETING STRATEGY OF SPORTS ORGANISATIONS. The Scientific Journal European Policies, Finance and Marketing, (13(62), 157–170. https://doi.org/10.22630/PEFIM.2015.13.62.13
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