| Abstract | Poslovanje bilo koje sportske udruge, sportskog saveza, društva ili kluba nemoguće je bez provođenja marketinških aktivnosti. Sportski klubovi primorani su prepoznati metode, alate ili kanale komunikacije kako bi ciljanom tržištu mogli poslati željenu poruku o različitim sportskim proizvodima. Za uspjeh je bitno da u svoja poslovanja uključuju potrošače, lokalnu zajednicu, navijače, konkurenciju, medije i vladine organizacije. Svi elementi marketinškog miksa u sportu jednako su važni. Samo zajedničkom simbiozom mogu ostvariti željene ciljeve. GNK Dinamo odličan je primjer usklađivanja sportskog proizvoda, usluga, cijene, promocije i distribucije. Na osnovu velikih sportskih uspjeha i dugotrajne povijesti, Dinamo ima velik prostor za djelovanje i napredovanje na sportskom tržištu kroz razne oblike. Marketinški stručnjaci Dinama upoznati su s utjecajem novih medija i Internet tehnologije. Klub je jedan od rijetkih koji u svom poslovanju, osim nogometnih utakmica, nudi svojim potrošačima (navijačima) sudjelovanje u kreiranju proizvoda u njegovim trgovinama, sudjelovanje u radu Zaklade „Nema predaje!“ kao i organiziranje proslava rođendana i poslovnih konferencija u klupskim prostorijama. Cilj ovog rada je prikazati poslovanje Dinama kroz marketinške aktivnosti, rad Dinamove Zaklade „Nema predaje!“ kao i provesti istraživanje o zadovoljstvu navijača/igrača o marketinškim aktivnostima kluba. |
| Abstract (english) | Running the business of any kind of sports association, sports federation or club would be impossible without conducting marketing activities. Sports clubs must recognize the appropriate methods, tools or communication channels for their message about different sports products to reach the target market. In order to succeed, it is important for them to include consumers, local communities, supporters, the competition, the media and government organizations in their business. All elements of the marketing mix are equally important in sports. Their desired goals can only be achieved through a symbiosis. Dinamo Zagreb football club is an excellent example of coordinating sports products, services, prices, promotion and distribution. Based on its great sports achievements and its long history, Dinamo has a large space for action as well as a lot of space for growth in the sports market through different forms. Dinamo’s marketing experts are well familiar with the influence of new media and Internet technologies. Dinamo, like very few other clubs, apart from football matches, gives their consumers (supporters) the opportunity to participate in designing products in their stores, to take part in the “Nema predaje” foundation as well as organize birthday parties and business conferences on the club premisses. The purpose of this paper is to present the business of Dinamo through marketing activities, the work of Dinamo’s “Nema predaje” foundation, as well as to conduct research on the level of satisfaction of supporters/players with the marketing activities of the club. |
