Sport mega-brands : case studies in international marketing / James Santomier

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Sport mega-brands : case studies in international marketing / James Santomier

The complexity of the sport industry, growing interest in sport entertainment, increasing competition, influence of technology, and growing convergence of consumer needs are prompting multinational sport enterprises to leverage brand equity and extend their global reach. This paper examines: 1) spo...

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Bibliographic Details
Main Author:	Santomier, James Jr.
Format:	Article
Language:	English
Published:	Faculty of Business and Management ; UiTM Press 2002
Subjects:	Sport clothes industry Sporting goods industry. Recreational equipment Export marketing. International marketing Branding (Marketing)
Online Access:	https://ir.uitm.edu.my/id/eprint/11431/

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