부산대학교 도서관

Reports on efforts by ESPN boss George Bodenheimer to push his world-beating brand even deeper into the lives of sports fans. Description of Bodenheimer, president of the ESPN Networks and ABC Sports, as perhaps the single most influential person in all things sports; Presence of ESPN in broadband, on-demand video, wireless, high-definition, and books; Example of programs like the X Games which draw legions of young males; Reference to potential rivals such as Comcast Corp.; Bodenheimer's tips for nurturimg a top brand, including defining the mission and cultivating relationships with customers; Importance of ESPN digging deeper for broadcasting rights in order to keep pro games on its channels; Discussion of Bodenheimer's business style and strategy; Highlights from his life and professional background; More. INSETS: ESPN The Empire;Branding, By George;George Ward Bodenheimer.