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Obstacles and legal strategies of sports marketing development in Iran

SKU: 9917272034
Haghipour Givi Benham - Keshkar Sara - Honari Habib
Estratto Rivista

Rassegna di diritto ed economia dello sport 2/2017

35,99 €


The main purpose of this study was to investigate obstacles and legal strategies of sports marketing development in Iran. Laws and regulations can fulfill marketing activities by responding to the needs of those people and organizations that are engaged in sports transaction, production, storage and financial issues. Recognizing the legal and facilitative obstacles for regulating these activities in Iran’s sports marketing are some of the gaps in the literature in this field which necessitated the present researchers to carry out this study. Legal policies can follow the end of creating a competitive environment in marketing, the correct application of which can result in benefits such as protecting consumer’s rights, having equal access to markets by different competitors, and protecting societies’ interests. The present study follows a qualitative ample-based approach. To collect the required data, some semi-structural interviews were carried out. By employing snow ball sampling, fourteen experts in sports marketing regulations were selected and interviewed. According to the findings of this study, the main legal obstacles for the development of sports marketing in Iran are not recognizing the laws of spiritual property, not recognizing the rights to TV broadcasting, the inexistence of laws which support sports products, the inexistence of technical marketing units in a large number of sports organizations, and the inappropriate implementation of the existing laws and regulations. The present study suggests some strategies which necessitate the creation and compilation of some laws and standards which can vividly codify all domains related to P4 (Product, Price, Promotion and Place) in sports marketing, sports products and the establishment of marketing institutions. There is a need for some new laws which can remove the proviso problems associated with previous regulations, expedite the future processes involved in sports marketing and simultaneously protect the rights of consumers, producers, and distributers.

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