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Title:

Marketing aspects of organizing mass runs – seeking new opportunities

Creator:

Waniowski, Paweł   Waniowski, Tomasz

ORCID:

0000-0002-8054-984X   0000-0002-1678-0668

Subject and Keywords:

marketing   organization   running

Abstract:

Running is the simplest form of physical activity, known for generations, available to most healthy people at almost every age. For over two decades, running has also been popular in Poland, which is reflected in the organization of numerous mass runs of various distances. Runs play an important role in promotion of many towns, and even in building the prestige of a territorial unit and companies involved in sponsoring activities. Mass runs, generally attracting many thousands of participants and often even more people accompanying runners and spectators, are also a serious organizational challenge. At present, however, high saturation with running events can be observed, which is expressed by a decrease in the number of participants and increasing difficulty to obtain measurable image benefits, which is stressed by the event organizing cities. This leads to the search for new solutions, the most important element of which would be attractions previously not offered to participants and supporters. The purpose of the paper is to show various marketing problems related to the planning, organization and implementation of running events as well as identification, analysis and presentation of new opportunities for the development of mass runs in Poland, taking into account the previously unknown experience enabling the extension of the number of participants and onlookers and acquisition of new sponsors. Therefore, it becomes necessary to treat the run as a marketing product that must be adapted to the requirements of target groups. The authors draw attention to the search for new solutions both with regard to the methods of organization and promotion of runs, the selection of increasingly original places, setting unusual distances and competition rules, as well as adding attractive accompanying events. The possibility of expanding the actions taken after the event to benefit from its effects in the process of creating the image of the city and region were also taken into account.

Place of publishing:

Wrocław

Publisher:

E-Wydawnictwo. Prawnicza i Ekonomiczna Biblioteka Cyfrowa. Wydział Prawa, Administracji i Ekonomii Uniwersytetu Wrocławskiego

Contributor:

Nowak, Wioletta. Red.   Szalonka, Katarzyna. Red.   Niemczyk, Agata. Rec.   Wicki, Ludwik. Rec.   Majewska-Jurczyk, Barbara. Rec.   Światowy, Grażyna. Rec.   Dejnaka, Agnieszka. Rec.   Niezgoda, Agnieszka. Rec.   Mruk, Henryk. Rec.

Date issued:

2020

Detailed Type:

e-książka

Identifier:

ISBN: 978-83-66601-24-6 (druk)   ISBN: 978-83-66601-25-3 (online)

DOI:

10.34616/23.20.122

Language:

pol   eng

Relation:

(E-Monografie ; No. 170)

Is part of:

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Access rights:

The use of this material is allowed only with accordance of applicable rules of fair use or other exceptions provided by law, and any broader use requires the permission of the authorized entity

License:

Making materials available on the basis of the agreement with the owner of the property copyrights

Rights holder:

Copyright by Wydział Prawa, Administracji i Ekonomii Uniwersytetu Wrocławskiego

Autor opisu:

WR U/PAdal