CONCEPT OF MARKETING IN SPORT ORGANIZATIONS IN THE REPUBLIC OF CROATIA

Abstract

This paper is dealing with the concept of marketing in sport organizations in the Republic of Croatia, which is in its beginnings and does not function properly. It describes the social importance of sport, which has been developing towards business and in larger proportion applying economic principles. The sport potential in the Republic of Croatia, which is large and in the sense of marketing rather vacant, is also dealt with in this paper. The sport in Croatia is currently in a precarious “grey zone”, i.e. in the transition between the state, institutional sports management and the market one. There is also a large imbalance between offer and demand in the sport market, where the extent of the number of offers has largely outgrown the number of demands, so it is high time for a right marketing concept, which includes a well-rounded approach to management of sports organization marketing, to set in.