The TD Garden, in a dimly lit, windowless room, LeBron James faces intense scrutiny. As an image of the NBA All-Star stares down from a projection screen, questions fly.This is not a video session for locked-out NBA players, not a gathering of great basketball minds. It is Harvard Business School’s wildly popular “Strategic Marketing in Creative Industries’’ course.
For 80 minutes, students discuss James and his brand, and debate his best marketing opportunities. By making James a case study, the course provides a compelling lesson in what can determine success or failure in the volatile world of celebrity marketing.
James and his business partners happily cooperated with the research process, giving access and candid assessments of marketing choices, making the case study something of a page-turner.
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