Marketing

Essay specific features

 

Issue:

History

 

Written by:

Dwight K

 

Date added:

June 2, 2014

 

Level:

University

 

Grade:

A

 

No of pages / words:

3 / 655

 

Was viewed:

4897 times

 

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Essay content:

The company’s commitment to designing innovative footwear for serious athletes helped it build a cult following among American consumers. By 1980, Nike had become the number-one athletic shoe company in the United States. From the start, Nike’s marketing campaigns featured winning athletes as spokespeople...
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The company signed on its first spokesperson, runner Steve Prefontaine, in 1973. Prefontaine’s irreverent attitude matched Nike’s spirit. Marketing campaigns featuring winning athletes made sense. Nike saw a `pyramid of influence’’ – it saw that product and brand choices are influenced by the preferences and behavior of a small percentage of top athletes...
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