عنوان

من المزيج التسويقي التقليدي إلى المزيج التسويقي الحديث:

Number

TLpq2393196034

.Language of Text, Soundtrack etc

انگلیسی

Title Proper

من المزيج التسويقي التقليدي إلى المزيج التسويقي الحديث:

General Material Designation

[Thesis]

First Statement of Responsibility

Alqahtani, Mohammed Huthut

Title Proper by Another Author

نحو نموذج جديد من وجهة نظر الممارسين

Subsequent Statement of Responsibility

Estes, Steven

Name of Publisher, Distributor, etc.

Middle Tennessee State University

Date of Publication, Distribution, etc.

2020

Specific Material Designation and Extent of Item

154

Dissertation or thesis details and type of degree

Ph.D.

Body granting the degree

Middle Tennessee State University

Text preceding or following the note

2020

Text of Note

There are four elements to the marketing mix, also known as the 4Ps: product, price, place, and promotion. Marketing mix is a widely accepted theory in sport marketing (Waterschoot, W. van, & Van Den Bulte, C., 1992). Scholars and practitioners have identified several setbacks and limitations with the marketing mix model. This study aims to update the marketing mix in sport by proposing an alternative model developed from the practitioner's perspective in Saudi Arabia called the 3Ps. There is a significant need for scientific or empirical studies on the practitioner's perspective. The purpose of the exploratory sequential design is to first qualitatively explore perceptions of marketing practitioners and then to determine if the qualitative findings can be used to study a larger sample. The data collected in this study shows that the 3Ps model has merit and appears to be a viable marketing framework that can replace the long-held marketing mix. It is a comprehensive model that meets ever-changing marketing trends. Marketing practitioners reported appreciation for the model because it was built by practitioners and around the practice of marketing. To the sport marketing industry, the 3Ps is a base that practitioners can build on and customize according to their marketing needs.

Sports management

Alqahtani, Mohammed Huthut

Estes, Steven

Electronic name

p

[Thesis]

276903

a

Y