The marketing in crisis situations on the example of the volleyball club AZS Częstochowa SSA

Sławomir Kowalski

DOI: http://dx.doi.org/10.12775/QS.2018.001

Abstract


The basic objective of the article is to define the main directions of development of sports marketing in crisis situations. The article is also aimed at showing marketing activities and using the method of influencing current and potential fans. The basic research subject is the volleyball men's club AZS Częstochowa SSA. The article analyzes the effects of marketing activities after the fall from PlusLiga and their analysis in terms of effectiveness based on data from the surveyed Club. The basic results contained in the article are specific corrective actions and their model presentation. In practice, that analyze can be used to build a new identity and marketing policy in crisis situations, such as a degradation to a lower class or a lower level of sport. The presented information and their analysis are an original attempt of a model approach to sports club management and its values in difficult situations from a marketing point of view.

Keywords


sport; sports marketing; marketing management; volleyball; Internet; media; marketing sportowy; zarządzanie marketingiem; piłka siatkowa

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The journal has had 5 points in Ministry of Science and Higher Education parametric evaluation. § 8. 2) and § 12. 1. 2) 22.02.2019.

e-ISSN: 2450-3118
Numer DOI: 10.12775/QS

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Action funded by the Ministry of Science and Higher Education under the contract number 916/P-DUN/2019 by funds dedicated to dissemination of research findings. Name of action: "Preparing for publication papers in English in 8 issues of the journal Quality in Sport in 2019-2020: Vol. 5, No. 1-4 (2019), Vol. 6, No. 1-4 (2020)".

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