All of those problems forced the company into a period of intense self-examination. After more than a decade of meteoric growth, Nike misjudged the aerobics market, outgrew its own capacity to manage, and made a disastrous move into casual shoes. So it may come as a surprise that Nike, the consummate marketer, came to understand the importance of marketing late in its life: after it hit the $1 billion revenue mark. Its brand name is as well-known around the world as IBM and Coke. Its athletic footwear and clothing have become a piece of Americana. Its advertising slogans-“Bo Knows,” “Just Do It,” “There Is No Finish Line”-have moved beyond advertising into popular expression.
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