S/M/283. Dissertation. American Values in Nike's marketing strategy

The dissertation investigates the marketing strategy of Nike providing a profile of the company, defining their identity and analysing Nike's approaches in penetrating international markets. The review of literature covers the main areas of the marketing theory including the theory of brand, advertising, consumer behaviour, etc. Qualitative and quantitative research methods are used including the analysis of the primary data collected through questionnaires and interviews. Conclusions are made about Nike's sports products promoting a lifestyle that reflects US cultural values.