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商品編號： 9-508-060 出版日期： 2007/12/03 作者姓名： Elberse, Anita;Quelch, John A. 商品類別： Marketing 商品規格： 4p 再版日期： 2008/10/27 地域： 產業： Arts, entertainment & sports 個案年度： -
商品敘述：
On June 17, 2007, Real Madrid sealed its first Spanish league championship under new president Ramon Calderon, ending an unprecedented title drought. Real Madrid had seen a significant growth in revenues and now was the world''s biggest soccer club and among the largest and most profitable sports franchises globally. Although Calderon signed several new stars in his first year, he also rejuvenated the team by acquiring the promising youngsters, thereby moving away from what had been dubbed the "Galacticos Strategy" introduced by former president Florentino Perez. Would the move away form this strategy bring continued successes on the field? And how would it impact real Madrid''s business performance?
涵蓋領域：
Brand management;Brands;Globalization;Marketing strategy
相關資料：
Case Teaching Note, (5-505-014), 8p, by John A. Quelch
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