The purpose of the present work was the development and representation of the methodology of management by the marketing activity in the sports organization. For the achievement of an object in view long-term supervision and market experiments were carried out, marketing practice of the domestic sports organizations was analyzed. The researches covered 56 commercial and nonprofit sport organizations and more than 2000 persons. The result of the carried out work was the list of conceptual positions and the complex of the technologies appropriate to them, allowing to develop and optimize the strategy of marketing of the sports organization to plan and carry out the concrete marketing actions, to estimate their efficiency.
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