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Marketing in sports is an area that, in addition to promotion as the most transparent set of activities in this area, also includes research, segmentation, positioning, then decisions about the product, price, distribution, employees, etc. The extent to which authors from this field have all the mentioned marketing potentials in their considerations depends primarily on understanding the breadth of the sports industry. This paper takes the position that the sports industry includes athletes and sports events, as well as the material sports industry, that is, manufacturers of equipment, clothing, and footwear, as well as providers of sports services. Another inaccuracy in defining the potential of marketing stems from the fact that the sports industry, expressed in this way, brings certain circumstances that produce peculiarities in the application of marketing in sports. In addition, a rapidly growing market such as sports, which is simultaneously stimulated by the rapid growth of information and communication technologies, i.e. social media, modifies existing marketing tools and processes, but also creates some new ones. The aim of the paper is to define the peculiarities in the application of marketing tools and processes in the sports industry. The scientific contribution is based on the views of different authors from the field of marketing in sports and related fields, as well as on the issue of the choice and application of marketing tools and processes. The analysis of available literature, i.e. secondary data sources, confirmed the basic research hypothesis that the application of marketing tools and processes implies certain specificities in relation to their application in other areas.

The service sector is a key driver of the modern economy, but the area of marketing is still not sufficiently researched. Services differ from products in many characteristics, so their planning, organization and control deserve great attention. On the other hand, many marketing experts state that product brands are increasingly taking on elements of services, because customers do not view the product only as a product, but a compilation of products and services that goes with the product. The needs of modern customers are changing rapidly, and innovating services that meet the wishes and expectations of customers is a key issue.

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Social media is a new emerging field in agricultural marketing, and its use is rapidly evolving, upgrading, and expanding. The aim of this study is to determine the attitudes of agricultural product producers in central Serbia regarding the use of social media in their business, with a focus on identifying the perception of the promotional potential of social networks themselves. The research included a final sample of 200 respondents. The basic hypothesis in this paper is that the internet as a technology for e-commerce, information, and advertising has great potential to improve the position of farmers and producers, but it is not fully utilized. The majority of agricultural producers still use Facebook as one of the main promotional channels. [ABSTRACT FROM AUTHOR]