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HaCTOBOIl KoHuenT I1HTerpamlOr MapKenlHra Y Pa3BOjy cnopTcKor o6jeKTa I1PCLlCTuBba

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lJOPTCKWl opraHJ13aUHjaMa 4HMC je nOBel1an 3 [-ta4aj cnopTCKor 11emtUlleI-lTa H IberOBa

cnOCOOllOCT lla lIa cnopTCKOM TP)[(HUITY peum13yje r-mpllteTHHmKH KOHuem on Hleje )lO Y lIjelllHc

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bUJ-boj JT-UB aJlII Ile H BJIaCHI1K OpOBeneHO I1CTpa)nlBUI-he J(OHlJJITIHpafheM alll(eTHI1X ITiITaI-bU

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fialboj JlYUI1 lIuTulba 0 yCJlyrata 3M6HjeJ-lfY yl3IJleny 11 crropTCKHM canpJIltajmla TpeOa1l1 Cy )laTH

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2

21 OPErJIEll I1CTPA)J(JfBAlhA

MaCTep pan 06yxBaTa 5 nOrJlaBlhU Hanncaii je na 104 CTparlllU canp)IltH 27 cnHKOSllllX

npHlltam (9 rpacpHKa - pC3Y_lTaTH aHKeTe 18 CnYlIm 11 rpacpw-1KHX rrpHIltC13a) MacTep pan caJpiKll

cneleha nOrnaBJba 1 YBOn IiOju ce cacToj11 OLl KpaTKor HCTopHiaTa y Be3H ca TelvlOM paJa_

npellMeToM 11 ItIlJbeM HIpa)KHSalha np06neMOM HCTpa)KHBafba HCTpaiOI BaQKYlM XHrTOTe3aMa

HCTpmKHBafKHM mITal-hYlMa MeTOnaMa YlCTpa)KlfBaFba Hay-lHYnvl 11 rrpaKTH-lHll)1 LlOnpHHOCOM pa1a

2_CnopTcKH MapKenmr - y OBO1 LlHjeny 06jawFbeHe cy OCHOBHe nOCTaBKe ClIopTcKor MapKen ulJa

a 3anl~1 oja-I OCHOBHe oco5HHe Ii LlecprHmUHja MapKcTHHlUKor KO[-I1~errTa y crropTY Kao

cneUHcpHlJHOCTH cPaJe H npHcTynl1 y npHMjeHH cnopTcKor MapKeTllBla 3 PU1BOj cnopTCKor

06jeKTa - y OBO-I nOrnaBJbY 06pat)cH je CHCTCM KBaJUlTeTa y pamojy cnopTcKor 06jeKTltl a nOTO1 11

cl-1jepf-IHUc y pamojy cnopTCKor (cpyn6arrc](or) 06jcIltTa npeMa KplITepnjHMa YElt1gtA 3axTjcBHocT bull

ynpaBJhal-hY CnOpTCIGIM o6jel(TOM npC3elITOB3Ha je Kp03 yrol)aj yCJIjry aM6HjeHT Calpiliaj

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HCTpa(I1Baf-ba aHaJlH30M lJocanaWFbHX Ha4HHx cn03Haja cnopTcKoM MapKenm Y HanpaBfbeHa

je CHHTe3a rJlaBHlIX cpaKTopa 3a Mjepel-he ycnjelUHocTJ UHTerpaJIl-lOf MapKeTlIHWKOr KOHuenTa )

cnopT) TH cpaKTopH cy Y JJpyroM aOfJtaBJb 11cTpa)ltHBalba (npHMjep ltDK Peai MallPHJJ CTaIJUOH

CaR rnjaro 13epHa6cy) npoBjepcHH MCTOLlOM UOKa3I1Bafba (CJTY)l(6eHH ClH1UUI1CHjcKH H3BjewTuju

npnXOlla H pacxoJJa) Y Tpehe~1 nOfJIaBJbY HCTpa)KHBaI-bU CTJTHCTHY](OM MeTOllOM o6pal)CIIII cy

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rpabalJa lIa HHIDfpeKTUH Ha-lIlH npoBjepHJIH UOKa3e H3 npsor npHMjcpa

22 npOEJIEM lJIIJbEBJf MXHnOTE3A I1CTPAJKI1BAlhA

KOHTJcm l1HTerpalllOf MapKeTHHra Hl1je nponncaH Kao o6aBc3aH y caBpeMeIllnl eKOUOMC[(H7I-1

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rrpIIMjeHgtyjy oBaj KOHUenT ynpaBJbaI-ba Kao jcnInIO Moryli 3a ynpaSJbaFbe BJiaCTHTOM

er3HCTcHUHjOM H llMOBI1HOM (cnopTCKH o6jeKaT) )]a 6u ce y njcllllIo H~HLleleIl I Hpao

~lapKCTHHUlJ(H KOHuenT y cnopTcKoj opraHH3aUHjH nOTpe6HO je MeHuuepHMa y enop ry ocml

enYKaUHjc naTH If Bena OBlaUlTerba allH H Bel1y OllrOBOpHoCT To ce O)JllOCI1 H lla npoucc

31KOHCKe HllcnrJ YIJHOliarnnallHje cnopTu ](ao rroce6He fjenanrocTH OBO I1CTpmKI1Balbe aaje

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BpHjenHOCTH H CTerreHa HgtHXOBOr paJBoja Koje nppKa Mapl(eTHHUIKH KOHucm Y BPXYHCKOM

ljgtyn6aJlCKOI KJTy6y (ltDI( PeaJT Manplln) IToCJbeLlHue MapKCTIIHWKor KOHIJenTa y OBOM CJTylJajy cy

onmllpoundHa nocjcTa YTaKrmnal1a CTaJlHI1 paCT 6poj a ronI1WIMIX yTJ83rmua BpxyrrcKH ycnoBlI

rpcllliHr Ka~ma H cpaHTaCTM-laH aM6HjeuT CTallHOHa CaHTHj aro EcpHa6cy (KOjH YCKOPO OleKyje

BemlKY PCKOHCTPYKUl1jy) C )Jpyre CTpaIfC UHJj aHKeTC 0 rpalCJ(OM CTaJlHOHY y EaT-boj flYW1

Tpc6arro jc ija Ila-l oTKpIlje ppOl IberOBor CaJlalllfber H3rnena cTUFba IlI1TaFba cy caCTaBJOel-Ia IW

OCHOBHHM npm-lUllnllMa lapKeTHllra a TO ey 3aJlOBOlbCTBO nOCJCTHlIal(a 11 KOplICHHKa yCJT)Ta

lIlIq)OpMHCaHOCT H rroBjepeT-be Pa3BOj 11 natuUl ynpaBfbaHa 06jeKroM CanaUll-be MapKeTlflIWKe

UKTHBIIOCTH OIJHjeHgteHC cy laquoao cna6e na je JIOrWiaH 3aKJbYlpoundaK Lla jc Y3POK HenpHXBaTal-be

MapKenlHll1KOr KOHuerrTa a TO Kao rrOCJbellHUY liMa canaIll1bFI H3fJlen 11 CTalbe fpaacKor cTauHOHa

y 5atbOj JlYUM

3

21 OPErJIEll I1CTPA)J(JfBAlhA

MaCTep pan 06yxBaTa 5 nOrJlaBlhU Hanncaii je na 104 CTparlllU canp)IltH 27 cnHKOSllllX

npHlltam (9 rpacpHKa - pC3Y_lTaTH aHKeTe 18 CnYlIm 11 rpacpw-1KHX rrpHIltC13a) MacTep pan caJpiKll

cneleha nOrnaBJba 1 YBOn IiOju ce cacToj11 OLl KpaTKor HCTopHiaTa y Be3H ca TelvlOM paJa_

npellMeToM 11 ItIlJbeM HIpa)KHSalha np06neMOM HCTpa)KHBafba HCTpaiOI BaQKYlM XHrTOTe3aMa

HCTpmKHBafKHM mITal-hYlMa MeTOnaMa YlCTpa)KlfBaFba Hay-lHYnvl 11 rrpaKTH-lHll)1 LlOnpHHOCOM pa1a

2_CnopTcKH MapKenmr - y OBO1 LlHjeny 06jawFbeHe cy OCHOBHe nOCTaBKe ClIopTcKor MapKen ulJa

a 3anl~1 oja-I OCHOBHe oco5HHe Ii LlecprHmUHja MapKcTHHlUKor KO[-I1~errTa y crropTY Kao

cneUHcpHlJHOCTH cPaJe H npHcTynl1 y npHMjeHH cnopTcKor MapKeTllBla 3 PU1BOj cnopTCKor

06jeKTa - y OBO-I nOrnaBJbY 06pat)cH je CHCTCM KBaJUlTeTa y pamojy cnopTcKor 06jeKTltl a nOTO1 11

cl-1jepf-IHUc y pamojy cnopTCKor (cpyn6arrc](or) 06jcIltTa npeMa KplITepnjHMa YElt1gtA 3axTjcBHocT bull

ynpaBJhal-hY CnOpTCIGIM o6jel(TOM npC3elITOB3Ha je Kp03 yrol)aj yCJIjry aM6HjeHT Calpiliaj

J-nrneJ II eCTCTHKY o6jeKTa DpHMHj el-beHa MeTOllOnofnja HCrpa)KHBaHa y npsoM 1l0fJlaBJbY

HCTpa(I1Baf-ba aHaJlH30M lJocanaWFbHX Ha4HHx cn03Haja cnopTcKoM MapKenm Y HanpaBfbeHa

je CHHTe3a rJlaBHlIX cpaKTopa 3a Mjepel-he ycnjelUHocTJ UHTerpaJIl-lOf MapKeTlIHWKOr KOHuenTa )

cnopT) TH cpaKTopH cy Y JJpyroM aOfJtaBJb 11cTpa)ltHBalba (npHMjep ltDK Peai MallPHJJ CTaIJUOH

CaR rnjaro 13epHa6cy) npoBjepcHH MCTOLlOM UOKa3I1Bafba (CJTY)l(6eHH ClH1UUI1CHjcKH H3BjewTuju

npnXOlla H pacxoJJa) Y Tpehe~1 nOfJIaBJbY HCTpa)KHBaI-bU CTJTHCTHY](OM MeTOllOM o6pal)CIIII cy

pe3yn ruTH aH](CTC 0 rpanCKOM CnUIHOUY y Baligtoj flYUH Ua 611 CTaBOBl1I--W 11 Pa3MllllLbarbIl ta

rpabalJa lIa HHIDfpeKTUH Ha-lIlH npoBjepHJIH UOKa3e H3 npsor npHMjcpa

22 npOEJIEM lJIIJbEBJf MXHnOTE3A I1CTPAJKI1BAlhA

KOHTJcm l1HTerpalllOf MapKeTHHra Hl1je nponncaH Kao o6aBc3aH y caBpeMeIllnl eKOUOMC[(H7I-1

TpeIllOBH-ta ami CBe BpxYLIC](e cnopTcKe OpraHJ13amrje H OHe Koie TC)Ke Ka TOMe na TO rrOCTaH)

rrpIIMjeHgtyjy oBaj KOHUenT ynpaBJbaI-ba Kao jcnInIO Moryli 3a ynpaSJbaFbe BJiaCTHTOM

er3HCTcHUHjOM H llMOBI1HOM (cnopTCKH o6jeKaT) )]a 6u ce y njcllllIo H~HLleleIl I Hpao

~lapKCTHHUlJ(H KOHuenT y cnopTcKoj opraHH3aUHjH nOTpe6HO je MeHuuepHMa y enop ry ocml

enYKaUHjc naTH If Bena OBlaUlTerba allH H Bel1y OllrOBOpHoCT To ce O)JllOCI1 H lla npoucc

31KOHCKe HllcnrJ YIJHOliarnnallHje cnopTu ](ao rroce6He fjenanrocTH OBO I1CTpmKI1Balbe aaje

oLlperyeJlu Ca3I1aHa KpeaTOpHlta 3aKOHa I1 KorrrpOJIe noce6IIo y npxYf-lCKO cnopTy nu nOTIILIY

cnopTcKe op awnamlje Ii fbIiXOB MeHaLIMCHT ua noce6all 8KueuaT CTaBe Bel 3Halpoundaj pa3Boja

CrrOpTClaquoHX o6j eKaTa Haj -lHH UHJb OBor HCTpa)JltHBafb8 je IIpeICTaBbaHgte CBl-lX MjepJbHBHX

BpHjenHOCTH H CTerreHa HgtHXOBOr paJBoja Koje nppKa Mapl(eTHHUIKH KOHucm Y BPXYHCKOM

ljgtyn6aJlCKOI KJTy6y (ltDI( PeaJT Manplln) IToCJbeLlHue MapKCTIIHWKor KOHIJenTa y OBOM CJTylJajy cy

onmllpoundHa nocjcTa YTaKrmnal1a CTaJlHI1 paCT 6poj a ronI1WIMIX yTJ83rmua BpxyrrcKH ycnoBlI

rpcllliHr Ka~ma H cpaHTaCTM-laH aM6HjeuT CTallHOHa CaHTHj aro EcpHa6cy (KOjH YCKOPO OleKyje

BemlKY PCKOHCTPYKUl1jy) C )Jpyre CTpaIfC UHJj aHKeTC 0 rpalCJ(OM CTaJlHOHY y EaT-boj flYW1

Tpc6arro jc ija Ila-l oTKpIlje ppOl IberOBor CaJlalllfber H3rnena cTUFba IlI1TaFba cy caCTaBJOel-Ia IW

OCHOBHHM npm-lUllnllMa lapKeTHllra a TO ey 3aJlOBOlbCTBO nOCJCTHlIal(a 11 KOplICHHKa yCJT)Ta

lIlIq)OpMHCaHOCT H rroBjepeT-be Pa3BOj 11 natuUl ynpaBfbaHa 06jeKroM CanaUll-be MapKeTlflIWKe

UKTHBIIOCTH OIJHjeHgteHC cy laquoao cna6e na je JIOrWiaH 3aKJbYlpoundaK Lla jc Y3POK HenpHXBaTal-be

MapKenlHll1KOr KOHuerrTa a TO Kao rrOCJbellHUY liMa canaIll1bFI H3fJlen 11 CTalbe fpaacKor cTauHOHa

y 5atbOj JlYUM

3

OClIOlma XlIIlOTe3lt1 je YSjCpCrbC ua KOHuem HI-ITerpaJIHOr MapK~TIlHra O)(e oCHrypauI

IXIJBOj CllOplCKOr o6j~iTa OsaKO centOptgtIYJIHCaIIa OCHOBHa XHnOTe3a nOKa3aJ1a je Y IlplMjepy

aHanH3e cDK PeM MaJpI11 (CTalUlOH CaHTl1j aro Eepua6ey) na je KaHllllllaT HCTpmKl1llaJ-bCM

ooyxBanro eBe 3Ha-Iajne eenleH re Koje 6n rpe6aJIo nOKa3aTI1 Kao KoYLtHe npasue 3a npllMjeHY

Maprlten1l-lWKOr KOIlUenTa Y BPX HCIoM cnopTY OBO I1CTpIDKI1Bllibe Morno 6rr nocYiKIHH Kao

n)TOKa3 3a npyru npHMjep [(OjH jc aHa111311paH Kp03 aHKeTY - fpancKH C lalHOH EaJbOj nYUH

[(aKO je cralbe lpynoarlCKe HHqgtpaCTpYKType 11 CTa)lJ1OHa nOllle y Ul1jenoj 3eMJbH npenYCIOB 3a

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23 MATEPHJAJlI1I1METOI(E PALJA

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jas1I11M npeB030M JO CTarUiOHa l-e3a)lOBO HH cy napK11Hf npOCTOpOv H crlOpTclOI~1 llOral)ajHla Ha

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jas1I11M npeB030M JO CTarUiOHa l-e3a)lOBO HH cy napK11Hf npOCTOpOv H crlOpTclOI~1 llOral)ajHla Ha

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5

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25 JH1TEPATYPA

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