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Strategic Marketing as Solution for Growing Uncertainties among National Non-Profit Sports Federations in the Netherlands

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Strategic Marketing as Solution for Growing Uncertainties among National Non-Profit Sports Federations in the Netherlands

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Samenvatting

Today, Dutch National Non-profit Sports Organizations (NNSFs) experience financial pressures. Two indications for this are described in this paper i.e. increased competition in the sports sector and changes in subsidy division. Decreasing incomes from subsidies can be compensated with either increasing incomes from a commercial domain or increasing incomes from member contributions. This last solution has been the motive for the increasing interest in the use of marketing techniques as a solution for the growing uncertainties. Many NNSFs have participated in a special marketing program in order to enlarge their marketing awareness and create a marketing strategy. This paper deals with possible impediments resulting from the implementation of the marketing strategies. It is primarily based on a literature review, however, the first results from a qualitative research to the increasing use of marketing techniques among NNSFs provides insights in the experienced impediments of NNSFs .

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OrganisatieFontys Hogescholen
Jaar2007
TypeConferentiebijdrage
TaalEngels

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