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...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Faculty of Business and Management ; UiTM Press
2002
|
| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/11431/1/AJ_JAMES%20SANTOMIER%2CJR.%20JIBE%2002.pdf |