ESPN The Company: The Story and Lessons Behind the Most Fanatical Brand in Sports
232 pages | Wiley; 1 edition (September 8, 2009) | 047054211X | PDF | 2 Mb
A fascinating look at ESPN and its success as a brand

ESPN The Company reveals the inside scoop on the biggest business story in sports, detailing the creative and innovative spirit and practices that drove the programming, products, and services of the most powerful and prominent name in sports media. The authors provide a behind-the-scenes perspective on how ESPN dealt with their many partners and how they handled mistakes and missteps along the way-from the humble beginnings of ESPN as an underrated startup to the pinnacle of their success as a major industry player.

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