Spring 2018, Volume 6 - Number 1 (8 صفحه - از 95 تا 102)
Background. Marketing mix is a tool which can be used by administrators to achieve their goals. Objectives. This research investigated the role of sports marketing mix in generating revenue for football clubs. Methods. Data for this mixed method research was obtained from library studies, interviews with experts, and questionnaires. The statistical population comprised employees of the Football Federation, football clubs, and universities in the field of sports marketing. Theoretical sampling was conducted in the qualitative stage and interviews continued to the point of saturation. The whole statistical population was sampled in the quantitative stage. Results. The results showed that each element of the sports marketing mix apart from price had a positive and significant impact on generating revenue for football clubs. Conclusion. Based on the importance and the role of sports marketing mix in generating revenue for football clubs, it is recommended that club managers strive to choose an appropriate marketing mixخلاصه ماشینی:
"The results showed that each element of the sports marketing mix apart from price had a positive and significant impact on generating revenue for football clubs. All factors affecting the revenue generation of football clubs which were identified from the literature and interviews were used to create a questionnaire regarding eight elements of the marketing mix (Product, Price, Place, Promotion, People, Protection, Physical evidence, and Process). Results of one-sample t-test The Friedman nonparametric test was used to rank the current status of marketing mix elements and their importance in revenue generation of Iranian football clubs. The dependent t-test was used to compare the current statuses of marketing mix elements and their importance in revenue generation in Iranian football clubs. As shown in Table 4, there were statistically significant differences among all eight marketing mix elements and their importance in revenue generation in Iranian football clubs (p<0. Diagram 1 shows the current comparative status of the marketing mix elements in Iranian football clubs and their importance in revenue generation. The research findings also showed that the seven elements of product, promotion, physical evidence, processes, people, and protection have positive and significant effects on the revenue generation of football clubs. CONCLUSION The findings of the current research showed that the current situation of marketing mix elements considered in Iranian football clubs has a significant difference with the importance of these elements and their effect on revenue generation for football clubs."
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