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Number of Pages 35
This research paper: This 35 page paper examines the United Kingdom football club Manchester United and how it is marketed in Singapore. The club has successfully made the transition from sports club to commercial entertainment whilst retaining credibility and increasing profit. The key to this success has been strategic marketing and differentiation and the use of alliances and sponsorship as well as brand extensions. This paper considers how this has been achieved and examined the underlying theory of marketing in this type of environment. The bibliography cites 26 sources.
File: TS14_TEMarkMU.rtf
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