publication . Article . 2006

Corporate targeting: Nike on the Russian market

Sekulović Ana;
Open Access English
  • Published: 01 Jan 2006 Journal: Marketing (Beograd. 1991) (issn: 0354-3471, eissn: 2334-8364, Copyright policy)
  • Publisher: Srpsko udruženje za marketing
Abstract
Nike Corporation is one of leading global players in sports apparel and footwear market. Strategic development of Nike Co has always been based on superior marketing and engagement of world-class sportspersons in its advertising campaigns. When USSR collapsed, Nike immediately started with penetration on Russian market. By relying on its outstanding innovativeness in product development and marketing, Nike has become one of three biggest players in the market. As its distributor for Russian market, Nike has chosen Serbia-based company, Delta Sport. The strategy of penetration on Russian market is based on four major pillars: sport marketing, public relations ret...
Subjects
free text keywords: Nike Co, market, Russian Federation, strategy, marketing, distribution, Marketing. Distribution of products, HF5410-5417.5
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