The Internet : an effective communication tool for sport marketing
University of Wales Institute Cardiff
MetadataShow full item record
The purpose of this study was to analyse marketing on the Internet in the sport industry. The rational for this study was based upon the industry’s need to understand this technology as an effective marketing tool. As the Internet has seen phenomenal growth over the past few years, this dissertation will guide the reader through the development of its conception to what the Internet is known today. It will demonstrate to the reader, using models, how the Internet has changed traditional communication to a unique marketing communications medium. This unique medium can now administer one-to-one, one-to many, one-to-few, few-to-few or many-to-many communication networks over the Internet. The Internet is beginning to take over from other traditional mediums for consumer research and gaining specific information because it facilitates a two-way communication. This highlights the importance of the Internet as an accessible communication tool for sport marketers, as sport fans and followers constantly need to be updated on results, news and other topics that originally came from newspapers, television and radio. In consideration of the fact that the Internet is a relatively new medium, it has undergone modest research and scrutiny certainly in Britain. Therefore it was imperative that the author undertook a research survey to criticise how a selection of the population considered the Internet to be an effective communication tool for sport marketing.
Showing items related by title, author, subject and abstract.
An investigation into how a sporting national governing body utilises twitter as a promotional marketing tool to enhance grass root participation Miller, Kelly Jade (Cardiff Metropolitan University, 2016-03-06)In recent years, the growing trends of the internet and rapid developments of social technologies have provided organisations, particularly non-profit organisations in the sport sector, with the opportunity to promote and ...
Online Marketing Techniques and Practices : Application for Bulgarian Business Environment and United Milk Company Plc Boyadjiev, E N (University of Wales, 2010)Kotler and Armstrong (2010) define online marketing as the efforts of companies to market their products and services and build relationships with their consumers over the Internet. Today people live in a digital age, in ...
Izchaki, Hila Levy (Cardiff Metropolitan University, 2014)The increasing presence and use of the internet these days creates many new opportunities for companies. This have changes the way companies market to both consumers and businesses. To succeed in the future, companies will ...