Subject category:
Marketing
Published by:
IBS Center for Management Research
Length: 13 pages
Data source: Published sources
Abstract
The case discusses the elements of Nike's marketing strategy. The roots of Nike, one of the most popular brands in the world, can be traced back to the 1960s, when Phil Knight and Bill Bowerman collaborated to provide American runners with better quality running shoes. With insufficient money to indulge in formal advertising, the partners resorted to selling shoes at local track meets from the backs of trucks. Growing from such humble beginnings, Nike's marketing strategy became one of most successful marketing stories in the world of business. The company was especially known for its well recognised 'swoosh' logo and strong punch lines. The case also discusses the criticisms leveled at Nike on account of its marketing strategies.
Teaching and learning
This item is suitable for postgraduate courses.
Subject category:
Marketing
Published by:
IBS Center for Management Research
Length: 6 pages
About
Abstract
The case discusses the elements of Nike's marketing strategy. The roots of Nike, one of the most popular brands in the world, can be traced back to the 1960s, when Phil Knight and Bill Bowerman collaborated to provide American runners with better quality running shoes. With insufficient money to indulge in formal advertising, the partners resorted to selling shoes at local track meets from the backs of trucks. Growing from such humble beginnings, Nike's marketing strategy became one of most successful marketing stories in the world of business. The company was especially known for its well recognised 'swoosh' logo and strong punch lines. The case also discusses the criticisms leveled at Nike on account of its marketing strategies.
Teaching and learning
This item is suitable for postgraduate courses.Settings
Related
Subject category:
Marketing
Published by:
IBS Center for Management Research
Length: 6 pages