INTEGRACIJA MARKETINGA I FINANSIJSKE ODRŽIVOSTI U MENADŽMENTU SPORTSKIH SAVEZA – EKSPLORATIVNA STUDIJA SLUČAJA
DOI:
https://doi.org/10.46793/ManagSport17-1.050AKljučne reči:
finansijska održivost, marketinške strategije, sportski savezi, komparativna analiza, likvidnost, profitabilnostApstrakt
Cilj ovog rada je analiza finansijske održivosti i marketinških strategija sportskih saveza u Beogradu, sa posebnim osvrtom na razlike između različitih tipova saveza. Istraživanje obuhvata četiri saveza: Sportski savez Beograda, Sportski savez osoba sa invaliditetom Beograda, Beogradski savez za predškolski sport i fizičko vaspitanje i Atletski savez Beograda. Primarni podaci su prikupljeni iz finansijskih izveštaja dostupnih u Agenciji za privredne registre (APR), dok su marketinške aktivnosti analizirane kroz sekundarne izvore i dostupne promotivne materijale. Metodološki pristup uključuje racio analizu likvidnosti i profitabilnosti, komparativnu analizu marketinških praksi i procenu njihove međusobne povezanosti. Rezultati ukazuju na značajne razlike u finansijskoj stabilnosti i stepenu razvijenosti marketinških strategija između saveza, pri čemu savezi sa većim finansijskim kapacitetom pokazuju i organizovaniji pristup marketingu. Rad doprinosi boljem razumevanju izazova i perspektiva u finansijskom i marketinškom upravljanju sportskim savezima, naglašavajući važnost integrisanog pristupa za dugoročnu održivost i prepoznatljivost organizacija.
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