The new chief executive officer (CEO) of the Canada Basketball (CB) is contemplating on an extremely successful 2009 - all four of the nation's national teams qualified for their respective World Championships.
CB is launching an enjoyment to serious on-court success, but the CEO is concerned about the plan's long-term financial sustainability; he's faced with major cuts to his government backing and is seriously worried about getting private sector resources in a year when both the World Cup and Winter Olympics have already accounted for so many possible patron dollars. He's faced with using marketing to create reliable and new revenue streams for CB to help its on-court success.
PUBLICATION DATE: August 11, 2010 PRODUCT #: 910A14-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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