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The National Basketball Association is an international success story. The unparalleled popularity and worldwide presence of the NBA is all about marketing. The success of this organization can be attributed to David Stern, who took over as commissioner in 1984. As its popularity grows, fans from across the world are able to cheer not only for our American born players but also players from their countries. Just last week in the NBA Draft, there were a record 17 players taken that were of foreign nationality. This rise in foreign-born players in the league is due to the marketing genius that is David Stern. He has people all across the globe saying “I Love This Game!” The global macroenvironment has helped the NBA reach new heights. This macroenvironment consists of large external influencers considered vital to long-term decisions but not directly affected by the company itself. The most important forces or environments are as follows: technological, economic, demographic, cultural, legal/regulatory, and ethical. Technological forces such as television, radio and the World Wide Web have had great impact on the NBA’s success. In addition to traditional game broadcasts, the NBA produces a variety of programs. Kids and teen