How NBA exports its product

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Marketing partnerships, key co-branding efforts and favorable regional media coverage have propelled the National Basketball Association to success in Latin America, Commissioner David Stern told attendees at the Marketing 2020 Advertising Conference of the Americas in Miami on Thursday. The brand's success results from its allure with the public, which transcends borders and countries, Mr. Stern said. ``I call the NBA the self-actualizing, self-effectuating business,'' he told the more than 350 people at the conference, sponsored by Advertising Age International and the International Advertising Association. ``This business travels internationally as well as any other.'' Others speakers at the one-day conference included representatives of IBM, Federal Express, Americatel and several ad agencies.

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