Mulheres fazem isso? Análise das estratégias de gestão do rúgbi feminino no Brasil
This paper presents the integrated sports marketing to female rugby management in Brazil and analyzes the strategies used to popularize this sport. The Brazilian Confederation of Rugby in 2011 developed a strategic planning with the objective of restructuring mode and has been using sports marketing...
| Autores: | , |
|---|---|
| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2014 |
| País: | Brasil |
| Institución: | Universidade Estadual Paulista (UNESP) |
| Repositorio: | Repositório Institucional da UNESP |
| Idioma: | portugués |
| OAI Identifier: | oai:repositorio.unesp.br:11449/135486 |
| Acceso en línea: | http://www.podiumreview.org.br/ojs/index.php/rgesporte/article/view/91 http://hdl.handle.net/11449/135486 |
| Access Level: | acceso abierto |
| Palabra clave: | Rugby Sport Marketing Management Woman Deporte Comercialización Gestión Mujeres Rúgbi Esporte Gestão Mulher |
| Sumario: | This paper presents the integrated sports marketing to female rugby management in Brazil and analyzes the strategies used to popularize this sport. The Brazilian Confederation of Rugby in 2011 developed a strategic planning with the objective of restructuring mode and has been using sports marketing concepts to promote rugby, aiming its growth, both in numbers of practitioners, as supporters and fans. To perform the proposed objective was conducted a survey exploratory on the rugby modality that will be present at the Olympic Games in 2016. We analyze also the history of women's Rugby Team and the tools of marketing and sportive management used by the Confederation. At the end is a study of the strategies of sports management female rugby in Brazil, taking into consideration also the gender issue, especially the obstacles women face athletes in a sport that is blended with the virility and strength male. |
|---|