Nikola Vukčević, Luka Rakojević
Faculty of Arts and Communications, University of Donja Gorica, Podgorica, Montenegro
DOI: https://doi.org/10.31410/eraz.2018.482
4th International Conference – ERAZ 2018 – KNOWLEDGE BASED SUSTAINABLE ECONOMIC DEVELOPMENT, Sofia- Bulgaria, June 7, 2018, CONFERENCE PROCEEDINGS published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; Faculty of Business Studies, Mediterranean University – Podgorica, Montenegro; University of National and World Economy – Sofia, Bulgaria; Faculty of Commercial and Business Studies – Celje, Slovenia; Faculty of Applied Management, Economics and Finance – Belgrade, Serbia, ISBN 978-86-80194-12-7
Abstract
The paper deals with the relationship between the marketing activities of the producers of one of the most popular drinks in the world – beer and one of the most popular sports in the world – football. First, a chronological overview of this relationship was given and a historical cross-section of the relationship between beer and football industry was examined. Then a review of the modern global beer market was given; regional context was also analyzed, and special attention, through the application of SWOT analysis, was dedicated to the local brand – Brewery Trebjesa.
Key words
television commercials for beer, marketing, beer, football, media
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