Научная статья // 2018 год
Marketing support of the Ethnosport Challenge World Series of tournaments
Kylasov Alexey. Marketing support of the Ethnosport Challenge World Series of tournaments // Ученые записки Российской академии предпринимательства. Научно-практическое издание. Т. 17, № 4. М: Российская академия предпринимательства; Агентство печати «Наука и образование», 2018. С. 145-152.
Аннотация
The article presents the development of marketing support for Ethnosport Challenge tournaments. It revealed that in relation to the project, most of the channels of the direct marketing strategy are not cost effective. ATL strategy creates many challenges, which inevitably leads to a reasonable restriction of its use, especially given that the empirically established optimal number of spectators of ethnosport events. The most successful projects collected by 10 thousand spectators, exceeding these figures leads to a sharp increase in the costs of the event. Nevertheless, to gather 10 thousand spectators is possible only with the use of ATL strategy, because this is the number of viewers that makes the event cost effective for the implementation of BTL strategy – the main resource of profit extraction (compensation of costs) for the organizers.
Ключевые слова: cost efficiency, ethnosport, marketing communications, promotion, traditional games.
Научные публикации
Монография
Этноспорт. Конец эпохи вырождения
В монографии дается обоснование новой парадигмы в организации спорта, суть которой заключается в поощрении этнокультурного многообразия через развитие традиционных видов физической активности, составляющих основу этноспорта.
Партнеры
