1Državni univerzitet-Novi Pazar 2Srednja medicinska škola i OŠ „Bratstvo“Novi Pazar
Sport Mont 2010, VII(21-22), 170-173
Word „marketing“ comes from AngloSaxon linguistic domain and implies in a
narrow sense the market. Under marketing, we consider certain process, which should
create and solve relations of exchange between manufacturers on one side, and consumers
on the other.
Discussion about sport marketing implies its theoretical definition and generalization,
and then its actual definition in sport environment. Sport marketing belongs to
business function of sport organization and represents primaly an economical process
of connecting produktion (sport organizations with sportsmen and coaches) and consumption
(sport and other public).
Sport marketing is the reality in sport today, and cannot be observed as fashionabless
of capitalistic production. Today is almost impossible for sport organization to
make business without its business part called sport marketing if it wants to survive in