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商品編號： 9-507-034 出版日期： 2007/06/28 作者姓名： Quelch, John A. 商品類別： Marketing 商品規格： 28p 再版日期： 2008/01/11 地域： Europe 產業： Arts, entertainment & sports;Broadcasting 個案年度： 2007 - 2007
商品敘述：
In January, 2007, John Smith, chief executive officer of BBC Worldwide (BBC WW), the commercial arm of the British Broadcasting Corporation (BBC), was preparing to meet with his senior managers to discuss BBC WW''s global strategy options. BBC WW exploited and exported BBC branded content around the globe through all formats, including magazines, television, books, DVDs, audio books, merchandise, mobile phones, downloads, and other emerging digital media (such as Internet Protocol TV). BBC WW delivered its profits back to the BBC. Since 2004, BBC WW profits had more than doubled.
涵蓋領域：
Brand management;Marketing;Marketing channels;Strategy;Technology
相關資料：
Case Teaching Note, (5-508-067), 8p, by John A. Quelch
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