The administered public recreation marketing concept

  • Edouard V. Novatorov Department of management National Research University Higher School of Economics Russia


The article focuses on four major assumptions that underlie the alternative conceptualization of public recreation marketing. It explains (1) the redistribution system within recreation resources are allocated; (2) the organizational structure of recreation agencies; (3) the ways in which public recreation agencies interact with local governments and citizens; and (4) the code of ethics and its influence on the behavior of recreation professionals. Finally, the article attempts to integrate these assumptions into an alternative definition of public recreation marketing that is termed “administered marketing.”


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How to Cite
NOVATOROV, Edouard V.. The administered public recreation marketing concept. Journal of Business & Management (COES&RJ-JBM), [S.l.], v. 4, p. 47-59, jan. 2016. ISSN 2306-7179. Available at: <>. Date accessed: 22 nov. 2019. doi: