Globalni marketing u sportu i stvarnost u srpskom društvu
Global Marketing In Sports And The Reality Of Serbian Society

Summary/Abstract: This paper presents the results of an empirical research of the global marketing activities entering the field of sports in modern Serbian society. In the first two sections of the paper, the subject, the aim, and the methodology of the research are explained, with a specification of the methodological steps and the application of a specific technique (observer’s sheet) for collecting empirical data. Then, an interpretation is given of the basic data referring to the general characteristics of media marketing affecting the field of sport in the Serbian society under the influence of globalization. A separate part of the analysis focuses on the influence of market segmentation on the degree to which the global mass media networks are interested in presenting certain sports, where a discriminatory attitude is recognized towards women's sports, sports for persons with special needs, and workers' sports competitions. The final section of the paper sums up the research results and analysis, pointing to the conclusion that media, marketing and sports are creating a sort of symbiosis. This is manifested as the most piercing channel in which globalizing socialeconomic challenges meet national (as well as regional and local) responses. Therefore, these research data support the starting hypothesis that sports and sportsrelated activities in modern Serbian society are becoming more and more strongly influenced by the globalizing marketing, which is rapidly expanding, along with a) the advance of the (neoliberal ideology) marketguided business, and b) the wholehearted support of the means of masscommunication, which makes marketing influences stronger in this sphere of life, too.

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