Author: Zhang Yuanchang
Publisher:
Publish Date: 2006-03-01
Features: Most people recognize Yao Ming out of love for basketball. In reality, Yao Ming himself is a living marketing textbook. As one of the most popular sports celebrities today, the smiling and humorous Yao Ming is influencing China and the world with his exceptional basketball skills, confidence, vitality, relentless spirit of hard work, and personal charm. Behind Yao Ming lies a fierce "marketing Yao Ming" battle. The image Yao Ming presents to the world is not only that of a hardworking and determined Chinese young man but also that of a smart, highly self-disciplined world-class athlete. From Yao Ming's three-year career, we see his brilliant brand management strategies. If you're tired of dry marketing textbooks in school, try reading this book. How did Yao Ming "market" himself? This book offers another interpretation of Yao Ming's success. Yao Ming is no longer just an outstanding basketball star; he has become a symbol of commercial value, with manufacturers from around the world scrambling to get a "Yao-style" label for their products.