Naslov
MARKETING ASPECTS OF NIKE’S BUSINESS OPERATIONS – FROM SOCIAL IRRESPONSIBILITY TO TOP INNOVATIONS

Autori
Ratković, Milijanka ; Kos Kavran, Andrijana ; Zolak, Velibor

Vrsta, podvrsta i kategorija rada
Poglavlja u knjigama, znanstveni

Knjiga
Zbornik Osme međunarodne konferencije PRIMENA NOVIH TEHNOLOGIJA U MENADŽMENTU I EKONOMIJI - ANTIM 2022

Urednik/ci
Kočović, Petar ; Nevrlý, Josef ; Banaszek, Andrej ; Puharić, Mirjana ; Smilevski, Cvetko ; Šprajc, Polona

Izdavač
Draslar List

Grad
Beograd

Godina
2022

Raspon stranica
369-381

ISBN
978-86-81400-70-8

Ključne riječi
Nike, image, social responsibility, marketing instruments, public relations, innovations

Sažetak
With the growing popularity of sports in modern society, sports brands are gaining importance, especially those that have been present on the market for decades. However, their path of development is usually not linear, and sometimes it is very uncertain. Company Nike has gone through various stages of public perception since its inception. The consequences of certain management decisions, which included poor treatment of employees in their factories on the Asian market, were marketing disastrous for this company. The brand image and reputation of the company were negative, and in the public, and it seemed impossible to correct the perception of the public. However, with continuous efforts, Nike is improving its image and becoming an even stronger brand in the global market. Today, it directly faces the strongest competitors from the sports industry, it is a frequent sponsor of sports events and athletes, a participant in many socially responsible activities, as well as a respected creator of innovations in the sports products market. In addition, Nike uses modern sustainable production methods that correlate with environmental requirements, and as such is perceived as an innovator in the sports industry. The aim of this paper is to point out the importance of marketing instruments in the process of improving the company's image. The basic starting point is that without the participation of marketing instruments it is not possible to create a good image. The key marketing instruments that are mentioned in this paper include public relations, publicity, internal marketing, brand, promotion, and image. Based on the presented analysis of key procedures and insights into applied marketing instruments, the basic hypothesis that the application of marketing instruments in Nike's business has positively affected their image is confirmed.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA