摘要
通过分析美国职业篮球联赛NBA的运作，总结出其全球化品牌得以成功的营销策略，即创建品牌群的品牌策略；充当媒体的角色策略；致力于同消费者的营销沟通；品牌的全球化拓展策略。
By analyzing the operation of NBA, this paper concludes the marketing strategies which success in setting up the globalization brand. These are as the follows: brand strategy of setting up the brand group; strategy of acting as medium's character; strategy of marketing communication with consumers; strategy of expanding the brand in the world.
出处
《辽宁体育科技》
2004年第3期8-9,共2页
Liaoning Sport Science and Technology
