Document Type : Research Paper



The aim of this study was to Understanding the process of formation of social marketing for the development of sport for all. This study was qualitative research that has been done with using of grounded theory. Statistical population included of executive and academic experts in the field of sport and marketing that after interviewing with 13 people from the community, this study reached theoretical saturation. Result of this interviews, open coding process (the Code), axial (with causal, strategies, confounding factors background conditions and consequences) and selective (course story) was done. In this research causal conditions affecting of social marketing was perspective and approach to the sport, acute social problems caused by the lack of attention to the development of sports, the importance of sports in sustainable development, lack of exercise due modern technology inapplicability the of the used sport for all. Condition background affecting to strategies was demographic characteristics, attitudes and family approach to sports, environmental impact, self-efficacy and psychological empowerment, society situation. The strategy research includes six p elements of the marketing mix (price, product, place, promotion, people, and physical evidence) endorsement, STP and lubrication interaction or networking were identified. Interfering factors, including human resource empowerment, infrastructure issues of sports, external misalignment and planning problems identified in sport and the consequences include the social consequences of changing attitudes and behavior of the individual. Therefore organizations related to sport for all, can set a more accurate planning regarding to Identify concepts to develop sport for all.


Main Subjects

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