نوع مقاله : مقاله پژوهشی
نویسندگان
1 استاد مدیریت ورزشی دانشگاه گیلان، رشت، ایران.
2 دانشیار مدیریت ورزشی دانشکده علوم انسانی و اجتماعی دانشگاه کردستان، سنندج، ایران.
3 دانشجوی دکتری مدیریت ورزشی دانشگاه گیلان، رشت، ایران.
چکیده
بازاریابی در ورزش و سازمان‌های ورزشی از اهمیت زیادی برخوردار است و امروزه در بیشتر دانشگاه‌های کشور گرایش بازاریابی ورزشی تدریس می‌شود؛ ازاین‌رو هر کتابی که تلاش خود را به تخصصی‌سازی این امر معطوف کند، شایسته نقد و بررسی است. هدف پژوهش حاضر، نقد کتاب مدیریت بازاریابی ورزشی بود. این کتاب تألیف فراهانی و قربانی قهفرخی است که در سال 2020 (1399) در انتشارات پیام‌نور در نوبت ششم به چاپ رسید. ابزار نقد این اثر، چک‌لیست نقد کتاب شورای بررسی متون و کتب علوم انسانی بود و از بازخوانی‌های چندباره اثر به‌منظور بررسی اشکالات استفاده شد. براساس یافته‌ها، نقاط قوت کتاب از نظر محتوایی، کاربردی‌بودن مطالب و به‌کارگیری جدول‌های مختلف برای فهم بهتر خواننده و از نظر ساختاری، حروف‌نگاری و کیفیت چاپ آن است. مهم‌ترین نقاط ضعف کتاب از نظر محتوایی، وجود اشکالات و ابهام درمورد استناددهی و منبع‌نویسی و از نظر ساختاری، وجود اشتباهات لغوی و جملات ناتمام و پراکنده‌گویی است، همچنین طرح ساده پشت و روی جلد از دیگر اشکالات این اثر است. امید است، با نقد این کتاب و بررسی قوت‌ها و ضعف‌های آن، به بهبود چاپ مجدد آن بعد از برطرف‌کردن اشکالات و کتاب‌های چاپ‌شده بعدی در این زمینه یاری رسانیم.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Book Review of “Sports Marketing Management”
نویسندگان [English]
- mehr ali hematinejhad toli 1
- Sardar Mohamadi 2
- Behnam Asheghi 3
1 Prof. of Sports Management, University of Guilan, Rasht, Iran
2 Associate Prof. of Sports Management, Kurdistan University, Sanandaj, Iran.
3 Ph.D. Student in Sports Management, University of Guilan, Rasht, Iran.
چکیده [English]
Marketing in sports and within sports organizations plays a crucial role, and today, sports marketing is taught at most universities across the country. Therefore, any book that aims to specialize in this field deserves a thorough review and examination. This study critiques the book "Sports Marketing Management," authored by Farahani and Ghorbani Ghahfarokhi, published in 2020 by Payam Noor University Publications in its sixth edition. The critique utilized the book review checklist from the Council for the Review of Texts and Books in Human Sciences, and multiple readings of the book were conducted to identify errors. Based on the findings, the strengths of the book include its practical content and the incorporation of various tables that enhance reader comprehension. However, significant weaknesses were identified, including issues and ambiguities related to citations and source referencing. Additionally, structural weaknesses were noted, such as lexical errors, incomplete sentences, and disorganized content. The simplistic design of the back cover and overall cover of the book is another drawback. It is hoped that this critique, along with an examination of the book's strengths and weaknesses, will contribute to improving future editions and subsequent publications in the field.
کلیدواژه‌ها [English]
- Abolfazl Farahani
- Book review
- Leila Ghorbani Ghahfarokhi
- Payam Noor university
- Sports Marketing
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