MARKETING ESPORTIVO COMO ESTRATÉGIA NA CONSTRUÇÃO E CONSOLIDAÇÃO DA MARCA

Abstract

The present work of conclusion approaches the theme Marketing as consolidation of a brand, passing through the sport bias. We know that the search for brand consolidation in an environment as competitive as the current market makes organizations strive to achieve advantages over others. In this sense, marketing is extremely important in the face of its strategies and the development of any institution, even with football, in which clubs must apply these strategies in order to consolidate themselves on the sports scene. The concept of marketing aims to meet the needs and desires of consumers through exchanges and transactions that generate satisfaction, contributing to customer loyalty. This work aims to identify the advantages of sports marketing for the development of the Goiás Esporte Clube brand. For the development of this study will be used bibliographical research, such as Lac Casas (2007), Kotler; Armstrong (2007), Cobra (1998); Pittis and Stotlar (2002), among others, in addition to data collection and analysis. The whole concept of marketing was analyzed, from the perspective of the main authors, as well as the dissemination of products and services and how it was developed. It is perceived then, that one lives in a phase of great changes, in which consumers become more and more demanding, always looking for something better, either in the form of service, or even with products that offer him satisfaction. Therefore, it is important to consider that marketing meets the needs of both society and consumer, and therefore is able to increasingly strengthen customer loyalty and the company as well as increasingly highlight its name in the Market.