Adidas: The Marketing Policy for the European Market

Sylvie Hertrich and Ulrike Mayrhofer ()
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Sylvie Hertrich: Humanis - Hommes et management en société / Humans and management in society - UNISTRA - Université de Strasbourg - EM Strasbourg - École de Management de Strasbourg = EM Strasbourg Business School
Ulrike Mayrhofer: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

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Abstract: Considering the growing worldwide craze for running, Adidas has decided to reinforce its marketing actions in order to increase its position on the running shoes market. Written in close collaboration with the marketing team of Adidas, this case study presents the Adidas corporation, the athletic shoes market, its competitive environment, and various segments of the running shoes market.

Keywords: Running; Adidas; athletic shoes market.; athletic shoes market (search for similar items in EconPapers)
Date: 2010
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Published in International Marketing, 2010, pp.561-565

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00690196

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