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1- Department of Physical Education, Lahijan Branch, Islamic Azad University, Lahijan, Iran , s.khodaparast@yahoo.com
2- Department of Sport Management, Faculty of Sports Science, University of Mazandaran, Babolsar, Iran
3- Payame Noor University, Rasht Iran
4- Department of Physical Education and Sport Sciences, Science and Research Branch, Islamic Azad University, Tehran, Iran
Abstract:   (62 Views)
Background. Marketing is essential for any kind of conscious movement in today's market; a market that no longer recognizes either the borders or a particular customer.
Objectives. The aim of this research is designing and preparing the development model of marketing in volleyball Super League of Iran.
Methods. The current research is an applied one from the point of its aims. The research method for this study is mixed methods research of the discovery serial type. At the end of this stage, important factors contributing on the designing and preparing the development model of marketing in volleyball Super League were used. The population for this research included general managers, leaders, managers, and coaches present in the super league of Iran. The sample including 102 members was chosen based on theoretical sampling method using the Cochran formula. The research tool for this paper was a questionnaire consisting of 139 two-way 5-option questions. In order to test the hypotheses Lisrel and SPSS software were used.
Results. The results indicated that in optimal circumstances, management, environment, strategy, partitioning the goal market, locating, and mixed marketing are influential factors in Iran’s volleyball super league. Moreover, in optimal conditions, the priorities of the marketing variables of Iran’s super league are management, environment, strategy, mixed marketing, target market, and locating. In the current situation, sport marketing management in sport marketing strategy and mixed marketing has a positive significant impact.
Conclusion. In order to reach the above-mentioned marketing we should consider factors like management, environment, strategy, partitioning the target market, and contexts should be considered as influential factors.
Full-Text [PDF 584 kb]   (26 Downloads)    
Type of Study: Original Article | Subject: Sport Management and its related branches
Received: 2017/12/30 | Accepted: 2019/05/13 | ePublished ahead of print: 2019/06/19

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