TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | BASKET OR TOUCHDOWN?: A COMPARATIVE STUDY BETWEEN THE MARKETING STRATEGIES OF NBA AND NFL IN BRAZIL | ||||||||||||
| Autor(es): |
BERNARD WOLF MORITZ |
||||||||||||
| Colaborador(es): |
MARCO AURELIO DE SA RIBEIRO - Orientador |
||||||||||||
| Catalogação: | 19/MAR/2019 | Língua(s): | PORTUGUESE - BRAZIL |
||||||||||
| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
||||||||||||
| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=37399@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=37399@2 |
||||||||||||
| DOI: | https://doi.org/10.17771/PUCRio.acad.37399 | ||||||||||||
| Resumo: | |||||||||||||
|
NBA and NFL are leagues with huge revenues and popularity around the world. The purpose of this work is to compare the marketing strategies of both leagues in Brazil. In order to have a better understanding about the growth of their fan base in the country, and the efforts made by the companies to achieve it, an exploratory case study was made, in which the data was collected from bibliographic review and in a qualitative interview. The theories of macro environment, competitive strategy, sports and content marketing were used as a basis for comparison. It was concluded that NBA, because of their earlier and bigger investments, has better results and a more mature product than the NFL in the country.
|
|||||||||||||
|
|||||||||||||