Celebrity Marketing: Nike's Marketing Strategy

Author: [USA] Donald Katz [Donald Katz]
Publisher:
Publish Date: 2001-01-01
Features: This book is a treasure trove for sports fans. You will learn how Michael Jordan helped Nike regain its dominance in the sports industry, why Barkley refused to go on stage to receive the Olympic basketball gold medal, why Shaq and Nike had a falling out, and how Nike helped Bo Jackson revitalize his sports career. This book tells the perfect combination of celebrity endorsement advertising and marketing campaigns by Nike. It helps you understand how Nike, in the fiercely competitive global sports market, fought against REEBOK, ADIDAS, L·AGEAR, AVIA, broke through the tough competition, transformed the company, and maintained the Nike sports dynasty.