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

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:http://ir.uitm.edu.my/id/eprint/11431/
http://ir.uitm.edu.my/id/eprint/11431/
http://ir.uitm.edu.my/id/eprint/11431/1/AJ_JAMES%20SANTOMIER%2CJR.%20JIBE%2002.pdf
id uitm-11431
recordtype eprints
spelling uitm-114312016-11-29T09:34:38Z http://ir.uitm.edu.my/id/eprint/11431/ Sport mega-brands : case studies in international marketing / James Santomier Santomier, James Jr. Sport clothes industry Sporting goods industry. Recreational equipment Export marketing. International marketing Branding (Marketing) 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) sport marketing trends associated with international marketing; 2) vertical integration across the sport industry; and 3) global marketing and branding strategies of selected sport "mega-brands." Findings indicated a high degree of vertical integration across the sport industry and that media transnational corporations (TNCs) are distribution channels for a wide variety of sport entertainment. It was determined that media TNCs acilitate the global marketing and branding strategies of their sport properties as well as other sport enterprises by leveraging synergies in advertising, marketing, program development, Internet resources, sponsorship, and cross-promotion Faculty of Business and Management ; UiTM Press 2002 Article PeerReviewed text en http://ir.uitm.edu.my/id/eprint/11431/1/AJ_JAMES%20SANTOMIER%2CJR.%20JIBE%2002.pdf Santomier, James Jr. (2002) Sport mega-brands : case studies in international marketing / James Santomier. Journal of International Business, Economics and Entrepreneurship (JIBE), 9 (1). pp. 127-151. ISSN 0128-7494 https://jibe.uitm.edu.my/
repository_type Digital Repository
institution_category Local University
institution Universiti Teknologi MARA
building UiTM Institutional Repository
collection Online Access
language English
topic Sport clothes industry
Sporting goods industry. Recreational equipment
Export marketing. International marketing
Branding (Marketing)
spellingShingle Sport clothes industry
Sporting goods industry. Recreational equipment
Export marketing. International marketing
Branding (Marketing)
Santomier, James Jr.
Sport mega-brands : case studies in international marketing / James Santomier
description 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) sport marketing trends associated with international marketing; 2) vertical integration across the sport industry; and 3) global marketing and branding strategies of selected sport "mega-brands." Findings indicated a high degree of vertical integration across the sport industry and that media transnational corporations (TNCs) are distribution channels for a wide variety of sport entertainment. It was determined that media TNCs acilitate the global marketing and branding strategies of their sport properties as well as other sport enterprises by leveraging synergies in advertising, marketing, program development, Internet resources, sponsorship, and cross-promotion
format Article
author Santomier, James Jr.
author_facet Santomier, James Jr.
author_sort Santomier, James Jr.
title Sport mega-brands : case studies in international marketing / James Santomier
title_short Sport mega-brands : case studies in international marketing / James Santomier
title_full Sport mega-brands : case studies in international marketing / James Santomier
title_fullStr Sport mega-brands : case studies in international marketing / James Santomier
title_full_unstemmed Sport mega-brands : case studies in international marketing / James Santomier
title_sort sport mega-brands : case studies in international marketing / james santomier
publisher Faculty of Business and Management ; UiTM Press
publishDate 2002
url http://ir.uitm.edu.my/id/eprint/11431/
http://ir.uitm.edu.my/id/eprint/11431/
http://ir.uitm.edu.my/id/eprint/11431/1/AJ_JAMES%20SANTOMIER%2CJR.%20JIBE%2002.pdf
first_indexed 2023-09-18T22:47:57Z
last_indexed 2023-09-18T22:47:57Z
_version_ 1777417351459766272

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