Volume 3, Issue 11 (2022)
jsmas 2022, 3(11): 95-120 |
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Salamat N, Razavi S M H, kalateh seifari M. Providing effective solutions for women's sports to promote marketing. jsmas 2022; 3 (11) :95-120
URL: http://jsmas.modares.ac.ir/article-9-67065-en.html
URL: http://jsmas.modares.ac.ir/article-9-67065-en.html
1- Mazandaran University , salamat_neda97@yahoo.com
2- Mazandara University
2- Mazandara University
Abstract: (1342 Views)
The research aimed to identify the marketing development strategies of women's sports in Iran. This qualitative research was conducted using the grounded theory method and the Strauss and Corbin technique. A semi-structured interview was used to collect data. The sampling method was purposeful and used the snowball technique until theoretical saturation was reached (21 interviews). The statistical population was university professors, coaches, senior managers, sports marketing managers and active people in sports management and sports economics, especially women's sports. They were used to analyze the data from three stages of open, central and selective coding. Finally, strategies were identified with 88 open codes in 13 categories. The interviewees and expert professors confirmed the validity of the research tool, and the within-subject agreement method was used to measure the reliability, with the reliability value being 89%. Up-to-date and effective advertising, products and services, standardization and increase of sports facilities, appropriate pricing, expert human resources, financial support and adequate budget allocation, planning, branding, creation and Amending laws, facilities, tourism and events, supporting financial sponsors, cultural and educational measures were marketing development strategies for women's sports in Iran. The development of marketing Iranian women's sports as an attractive and income-generating activity will boost the economic cycle, can play an effective role both at the domestic and international levels, and will cause economic growth. It is necessary to use appropriate strategies to develop women's sports marketing.
Article Type: Original Research |
Subject:
Arts and Humanities (General)
Received: 2023/01/25 | Accepted: 2023/03/6 | Published: 2022/12/1
Received: 2023/01/25 | Accepted: 2023/03/6 | Published: 2022/12/1
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