Document Type : Research Paper
Authors
- Elham Haghighat 1
- Hossein Abdolmaleki 2
- Mahvash Noorbakhsh 3
- parivash nourbakhsh 4
- ebrahim alidoust Ghahfaraki 5
1 PhD student of sport management, Karaj branch, Islamic Azad University, Karaj, Iran
2 Assistant Professor of sport management, Karaj Branch, Islamic Azad University, Karaj, Iran
3 Professor of Department of Sport Management‚ Karaj Branch‚ Islamic Azad University‚ Karaj‚ Iran
4 Professor of sport management, Karaj branch, Islamic Azad University, Karaj, Iran
5 associate professor in sport management, university of tehran
Abstract
One of the issues that has attracted the attention of many adolescents in recent years is the attention to physical appearance by increasing the volume and muscle mass, which has increased the prevalence of eating disorders and energy consumption habits among adolescents and adolescents. Because young men have a strong desire to have a muscular body. What can be seen is that anti-marketing can be considered as a good way to reduce the consumption of products that can cause problems for individuals and society. Therefore, the main issue of the research is to identify the anti-marketing mix of illicit drugs in Iran's sports. The present study is a descriptive survey. The research method is qualitative. Semi-structured qualitative interviews with 19 sports marketing management experts were used to collect information and fuzzy Delphi method was used to identify the most important components. Based on this, product, price, point of sale, promotion, objective evidence, people, processes, packaging, payment, public interpretation, review and analysis, policy, public relations and dedicated networks were identified. Finally, these products should be used only in special circumstances and under the supervision of a specialized team for professional athletes, and their public promotion in cyberspace has no scientific or rational justification. Therefore, the use of factors obtained in this research can limit the production process to the consumption of these products.
Keywords
Main Subjects
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