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Article: The effect of modern marketing on martial arts and traditional martial arts culture.
- Article from:
- The Sport Journal
- Article date:
- January 1, 2007
- Author:
CopyrightCOPYRIGHT 2007 United States Sports Academy. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Abstract
This paper examines the effect of modern marketing strategies upon martial arts activity in the United States. The concentration of the inquiry is twofold. How has marketing effected the economic activity of the martial arts business industry? How has marketing effect the martial arts culture? This paper begins with a historical analysis of the evolution of martial arts as a business practice involving the use of marketing to gain customers. Martial arts marketing practices have proven most effective when they are personal due to the geographic location of specific schools or the instructor-client relationship. Internet marketing is a synthesis of personal and ...
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