Paniagua 1 15 04 13NBA Basketball starred in a talk at IE University held by the journalist Miguel Angel Paniagua from the channel COPE, one of the leading specialists of this sport in Spain. Paniagua, who went to Segovia invited by those responsible for the degree in Communication, spoke about the myth of former NBA player Michael Jordan and his relationship with the sports brand NIKE, a case that has become a global marketing paradigm.

Una lección de marketing global aplicado al deporte

El baloncesto NBA fue protagonista de una charla en IE University impartida por el periodista de la cadena COPE  Miguel Ángel Paniagua, uno de los mayores especialistas de este deporte en España.  Paniagua, que acudió a Segovia invitado por los responsables del grado en Comunicación, habló sobre la creación del mito del ex jugador de la NBA Michael Jordan a través de su relación con la marca deportiva NIKE, un caso que se ha convertido en paradigma de marketing global.


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