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Mulheres fazem isso? Análise das estratégias de gestão do rúgbi feminino no Brasil
(Podium: Sport, Leisure and Tourism Review, 2014) [Artigo]
This paper presents the integrated sports marketing to female rugby management in Brazil and analyzes the strategies used to popularize this sport. The Brazilian Confederation of Rugby in 2011 developed a strategic planning ...
Persuasão ou performance: as estratégias comunicacionais para transformar o rúgbi em paixão nacional
(Organicom, 2012) [Artigo]
This paper analyzes the communication strategy of the Brazilian Rugby Confederation in the promotion of sport in the country, with three television campaigns developed since 2010 together with manufacturer Topper. One of ...