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CONTENTS
Acknowledgements ... ⅸ
Preface ... xi
About the Authors ... xiii
The Case Method : Theory and Practice ... 1
1. An Introduction to the Case Method ... 3
2. A Framework for Case Analy...
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목차 전체
CONTENTS
Acknowledgements ... ⅸ
Preface ... xi
About the Authors ... xiii
The Case Method : Theory and Practice ... 1
1. An Introduction to the Case Method ... 3
2. A Framework for Case Analysis ... 11
3. Analytical Tools for Case Analysis ... 27
Cases ... 41
4. Example Case and Analysis / George R. Milne ; Mark A. McDonald ... 43
5. Reebok (A) / Andy Rohm ... 63
6. Reebok (B) : The Reebok Running Category / Andy Rohm ... 87
7. Avid Sports / Mark A. McDonald ; George R. Milne ... 103
8. Smugglers Notch Resort / Rod Warnick ... 121
9. Pier 39 Licensed Products Stores / Susan C. Milne ; Ronald R. Courtney ... 153
10. Salt Lake City 2002 Winter Olympic Games - The Prevention of Ambush Marketing / Jay Gladden ; David Shani ... 179
11. B³ : The Bikes, Blades, and Boards Tour / Dan Covell ... 195
12. The Ladies Professional Golf Association (LPGA) / Mark A. McDonald ; George R. Milne ... 209
13. The LPGA Fan Village / William A. Sutton ; Cindy Davis ... 229
14. The Ouray Case / Suzanne Lainson ... 245
15. Xerox and the Asian Winter Games / David K. Stotlar ... 259
16. The Creation and Maintenance of Brand Equity - The Case of University of Massachusetts Basketball / Jay Gladden ; Glenn M. Bong ... 281
17. Miami University - The Redskins Name Controversy / Thomas C. Boyd ; David W. Rosenthal ... 305
18. Miami University - The Creation and Transfer of Brand Equity / Thomas C. Boyd ; David W. Rosenthal ... 319
19. Race for the Cure / T. Bettina Cornwell ; Donald R. Roy ... 329
Sport Miscreating Theory ... 339
20. Review of Sport Marketing for Case Analysis ... 341
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