{"title":"运用多层次框架分析体育的商业、事业和社会营销策略","authors":"N. Lough, J. Pharr","doi":"10.20429/jamt.2010.010202","DOIUrl":null,"url":null,"abstract":"Marketing can be described as commercial, cause-related or social depending on the locus of benefit, the objective / outcomes desired and the focus of exchange. Social marketing has been described as the application of marketing technologies designed to influence the voluntary behavior of a target audience to improve personal and societal welfare (Andreasen 1995). Increasingly sport organizations have been engaging in social marketing which has a unique set of objectives and outcomes. To date, few studies have appeared in which the use of social marketing strategies were examined in sport. As a result, the purpose of this paper is to identify the distinct differences between social marketing, cause-related marketing and commercial marketing Through development of a multi-tiered marketing framework, analysis of each approach will be undertaken to illuminate the use of each strategy in sport to achieve both economic and non-economic marketing related objectives.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"118 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2010-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"7","resultStr":"{\"title\":\"The Use of a Multi-tiered Framework to Analyze Commercial, Cause and Social Marketing Strategies in Sport\",\"authors\":\"N. Lough, J. Pharr\",\"doi\":\"10.20429/jamt.2010.010202\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Marketing can be described as commercial, cause-related or social depending on the locus of benefit, the objective / outcomes desired and the focus of exchange. Social marketing has been described as the application of marketing technologies designed to influence the voluntary behavior of a target audience to improve personal and societal welfare (Andreasen 1995). Increasingly sport organizations have been engaging in social marketing which has a unique set of objectives and outcomes. To date, few studies have appeared in which the use of social marketing strategies were examined in sport. As a result, the purpose of this paper is to identify the distinct differences between social marketing, cause-related marketing and commercial marketing Through development of a multi-tiered marketing framework, analysis of each approach will be undertaken to illuminate the use of each strategy in sport to achieve both economic and non-economic marketing related objectives.\",\"PeriodicalId\":248731,\"journal\":{\"name\":\"Journal of Applied Marketing Theory\",\"volume\":\"118 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2010-10-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"7\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Applied Marketing Theory\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.20429/jamt.2010.010202\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Applied Marketing Theory","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.20429/jamt.2010.010202","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
The Use of a Multi-tiered Framework to Analyze Commercial, Cause and Social Marketing Strategies in Sport
Marketing can be described as commercial, cause-related or social depending on the locus of benefit, the objective / outcomes desired and the focus of exchange. Social marketing has been described as the application of marketing technologies designed to influence the voluntary behavior of a target audience to improve personal and societal welfare (Andreasen 1995). Increasingly sport organizations have been engaging in social marketing which has a unique set of objectives and outcomes. To date, few studies have appeared in which the use of social marketing strategies were examined in sport. As a result, the purpose of this paper is to identify the distinct differences between social marketing, cause-related marketing and commercial marketing Through development of a multi-tiered marketing framework, analysis of each approach will be undertaken to illuminate the use of each strategy in sport to achieve both economic and non-economic marketing related objectives.