SOCIAL MARKETING APPROACH AS A TOOL FOR DISSEMINATION SPORT (FROM THE PERSPECTIVE OF SPORT FOR ALL)
Nowadays, organizations about “sport for all” and leisure sectors use marketing strategies and techniques to influence a target audience to voluntary participate in leisure activities. They should apply new marketing technologies and methods to endure in the developing and changing environment. One marketing strategy emphasizing the social welfare and health is social marketing. Social marketing is an application of marketing approaches from the business world to planning and management of social program that concentrates on changing attitudes, and especially, changing behavior patterns of different target groups, in order to improve the well-being of a community and society as a whole. Social marketing principles and techniques are most often used to improve public health, prevent injuries, protect the environment, make the sport safer etc. Despite this growing technique, many leisure and sport for all professionals have an incomplete understanding of the field. To advance current knowledge, we provide a practical definition and discuss the social marketing mix in planning the sport for all programs.
Key Words: Sport for All, Social Marketing, Leisure