Brand Fans [electronic resource] : Lessons from the World's Greatest Sporting Brands

• Tác giả: Aaron C.T Smith, Constantino Stavros, Kate Westberg
• ISBN-13: 978-3319488547
• Ký hiệu phân loại: 658.812 Customer relations
• Thông tin xuất bản: Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2017.
• Mô tả vật lý: X, 249 p. , online resource.
• Bộ sưu tập: Tài liệu truy cập mở
• ID: 303186
• Chủ đề: 1. Business intelligence; 2. Customer relations-Management; 3. Marketing research; 4. Sports-Economic aspects; 5. Customer Relationship Management

Tóm tắt

Combining the latest branding research with a diverse range of powerful case examples, this book reveals the cutting edge techniques of value co-creation, personalisation and customer engagement employed by sport's leading brands. Based on the transferable lessons that emanate from these practices, Brand Fans explores and illuminates how firms can cultivate connected fans and lifelong advocates, while building brand equity exponentially in the process. This is a book that will appeal to scholars and practitioners alike, as well as anyone fascinated by modern marketing, consumer relationships and branding.