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Athlete Endorsement as a Marketing Strategy. Nike and Michael Jordan

Author : Virginia Masár

Publisher : GRIN Verlag

Page : 62 pages

File Size : 50,75 MB

Release : 2016-10-24

Category : Business & Economics

ISBN : 3668326266

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Book Description

Bachelor Thesis from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: 95%, , language: English, abstract: Companies try constantly to extend their markets by attracting different target customers and increasing their brand awareness. The present study investigates how and why endorsing their products by athletes is an always more extensively and popular tool in the companies’ marketing mix. Michael Jordan, a retired American basketball star, who has gained lots of media attention, has endorsed numerous products. Especially his endorsement contract with Nike has become an excellent case study for the current trend of athlete endorsement in the international market. The results of this case study provide insights into factors that may influence the success of athlete endorsement as a company’s marketing strategy.



Contemporary Marketing and Consumer Behaviour in Sustainable Tourism

Author : Maria Palazzo

Publisher : Taylor & Francis

Page : 249 pages

File Size : 13,28 MB

Release : 2024-03-11

Category : Business & Economics

ISBN : 1040001149

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Book Description

This book delves into contemporary trends in consumer behaviour and marketing strategies in the field of sustainable tourism. It explores effective promotion methods for sustainable tourism development, emphasizing the involvement of various stakeholders such as communities, local residents, visitors, organizations and governments. With an international perspective, this interdisciplinary book specifically examines the human aspects of environmental change, covering topics like smart growth; heritage; place identity, place image, and reputation; technology and innovation; life-cycle thinking and circular economy; waste management; ecosystems and global change; transitions to low-carbon economy; etc. The book raises several original research questions about the essential nature of sustainable tourism in the post-pandemic era, aiming to fill knowledge gaps and drive transformative change. Offering a blend of theoretical insights and practical case studies, this book is valuable for students, researchers and academics in business management, marketing, communication and tourism, as well as for managers and decision-makers.



Nike

Author : Carla Mooney

Publisher : ABDO

Page : 115 pages

File Size : 28,97 MB

Release : 2022-08-01

Category : Juvenile Nonfiction

ISBN : 1098271785

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Book Description

Nike examines the history of the American shoe and apparel brand and its place in the sports world today. Readers will learn about the company's founders, innovative products, and controversies. With exciting sports photos and in-depth sidebars, the book presents a well-rounded picture of the Nike brand. Features include a glossary, references, websites, source notes, and an index. Aligned to Common Core Standards and correlated to state standards. Essential Library is an imprint of Abdo Publishing, a division of ABDO.



Sports Marketing

Author : Daniel J. Bruton

Publisher : Jones & Bartlett Publishers

Page : 334 pages

File Size : 19,79 MB

Release : 2015-02-13

Category : Business & Economics

ISBN : 1449648487

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Book Description

"The world of sports marketing can be both exciting and challenging when working with high-level endorsements, licensing agreements, and high profile clients. In Sports Marketing: The View of Industry Experts, readers get a behind the scenes look at industry leaders as they discuss how they achieved their position, what their daily schedules look like, and what interesting projects and challenges are currently upon them. Through these bios, readers will hear directly from some of the most influential and successful people in the business and learn firsthand about the different opportunities available within the wide field of sports marketing, as well as a look at the fundamentals of the positions described."--Publisher's website.



Managing the Business of Sport

Author : Linda Trenberth

Publisher : Routledge

Page : 497 pages

File Size : 43,81 MB

Release : 2013-03

Category : Business & Economics

ISBN : 1135167397

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Book Description

Contemporary sport is both a sophisticated and complex international business and a mass participatory practice run largely by volunteers and community organizations. This authoritative and comprehensive introduction to the theory and practice of sports management helps to explain the modern commercial environment that shapes sport at all levels and gives clear and sensible guidance on best practice in sports management, from elite sport to the local level. The book is divided into three sections. The first examines the global context for contemporary sports management. The second explores the key functional areas of management, from organization and strategy to finance and marketing, and explains how successful managerial techniques can be applied in a sporting context. The final section surveys a wide range of important issues in contemporary sports management, from corporate social responsibility to the use of information and communication technologies. Together, these sections provide a complete package of theory, applied practical skills and a state-of-the-art review of modern sport business. With useful features included throughout, such as chapter summaries and definitions of key terms, and with each chapter supported with real-world data and examples, this book is essential reading for all students of sport management and sport business.



Michael Jordan, Inc.

Author : David L. Andrews

Publisher : SUNY Press

Page : 332 pages

File Size : 25,35 MB

Release : 2001-08-09

Category : Sports & Recreation

ISBN : 9780791450260

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Book Description

Uses Michael Jordan as a vehicle for viewing the broader social, economic, political, and technological concerns that frame contemporary culture.



Principles and Practice of Sport Management

Author : Lisa Pike Masteralexis

Publisher : Jones & Bartlett Learning

Page : 543 pages

File Size : 28,71 MB

Release : 2009

Category : Sports & Recreation

ISBN : 0763749583

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Book Description

"Updated and expanded, Principles and Practice of Sport Management, Third Edition offers a comprehensive introduction to the sport management industry. From the basic knowledge and skill sets of a sport manager to the current trends and issues of the sport management industry, this text provides the foundation for students as they study and prepare for a variety of sport management careers. Many well-known sport industry professionals contribute chapters that show students how to apply their new knowledge and skills. These experts provide firsthand advice on sport industry segments ranging from high school to the international arena. Students gain a solid understanding of sport management structures and learn to apply principles such as sport ethics to the many segments and support systems of the industry."--Book Jacket.



From an Idea to Nike

Author : Lowey Bundy Sichol

Publisher : Clarion Books

Page : 131 pages

File Size : 50,18 MB

Release : 2019

Category : BUSINESS & ECONOMICS

ISBN : 1328453634

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Book Description

"Today, Nike is the biggest athletic shoe company in the world, but a long time ago runner and businessman Phil Knight started out with just an idea. Find out more about Nike's history, how the business grew, and the role that marketing playing in this illustrated nonfiction book!" -- Back cover.



Sports Marketing

Author : Sam Fullerton

Publisher : SAGE Publications

Page : 624 pages

File Size : 42,11 MB

Release : 2021-10-15

Category : Business & Economics

ISBN : 1948426447

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Book Description

Formerly published by Chicago Business Press, now published by Sage Sports Marketing, Fourth Edition guides students in gaining a better understanding of how to develop and implement marketing strategies and tactics within the sports marketing industry. Author Sam Fullerton provides thorough coverage of this discipline′s two broad perspectives: the marketing of sports products and creating a sports platform as the foundation for the marketing of nonsports products.



Kellogg on Marketing

Author : Dawn Iacobucci

Publisher : John Wiley & Sons

Page : 448 pages

File Size : 33,96 MB

Release : 2001-06-18

Category : Business & Economics

ISBN : 0471054046

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Book Description

Praise for Kellogg on Marketing "The Kellogg Graduate School of Management at Northwestern University has always been at the forefront of cutting-edge marketing. What a treasure to find such a complete anthology of today's best strategic marketers all in one place. Kellogg on Marketing provides a unique combination of new and proven marketing theories that the reader can translate into business success." —Betsy D. Holden, President and CEO, Kraft Foods "Kellogg on Marketing presents a comprehensive look at marketing today, combining well-founded theory with relevant, contemporary examples in the marketplace. This should be mandatory reading for all students of marketing." —Robert S. Morrison, Chairman, President and CEO, The Quaker Oats Company "The Who's Who write on the what's what of marketing. Now, these preeminent marketing doctors are making house calls. Enjoy." —Robert A. Eckert, Chairman and CEO, Mattel, Inc. "This volume is a fascinating collection of perspectives on what it takes to dominate a marketspace in the New Economy. . . . A clear demonstration of why Kellogg is Kellogg-one of the thought leaders in the discipline of marketing." —Mel Bergstein, Chairman and CEO, Diamond Technology Partners "New economy cases make this text appeal to old economy strategists. We shouldn't be suprised with the quality of this work, given its origin in the Kellogg School." —Ronald W. Dollens, President, Guidant Corporation