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商品編號： 9-504-063 出版日期： 2004/04/27 作者姓名： Quelch, John A.;Nueno Iniesta, Jose Luis;Knoop, Carin-Isabel 商品類別： Marketing 商品規格： 25p 再版日期： 2017/05/18 地域： Spain 產業： Professional sports industry 個案年度： 2004 - 2004
商品敘述：
In June 2004, Florentino Perez, a well-known Spanish businessman, was elected president of Real Madrid, one of the world''s top soccer clubs. In his campaign, Perez had promised to turn around the club''s finances, bring in world-class talent, and expand the club''s brand around the world through multiple channels. As re-election looms four years later, his management team reflects on initiatives to date and challenges ahead as described in the case. Also describes the soccer industry and the trends transforming it.
涵蓋領域：
Brand management;Business expansion;Change management;Globalization;Management;Marketing channels;Marketing strategy;Risk management;Teams
相關資料：
, (9-505-014), 8p, by John A. Quelch;, (XLS212), 0p, by John A. Quelch, Jose Luis Nueno Iniesta
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