Počet záznamů: 1
Brand Fans
Údaje o názvu Brand Fans [electronic resource] : Lessons from the World's Greatest Sporting Brands / by Aaron C.T. Smith, Constantino Stavros, Kate Westberg. Nakladatel Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2017. Fyz.popis X, 249 p. online resource. ISBN 9783319488547 Úplný obsah Chapter 1 Introduction – Crowdsourcing Brand Equity -- Chapter 2 Pitch Partners– Customers as Players and Collaborators -- Chapter 3 Unlimited Users: The Rise of Consumer-Generated Content -- Chapter 4 Connected Communities– Icons and Tribalism -- Chapter 5 Passionate Partisans– Lifelong Loyalty -- Chapter 6 Dynamic Data– Branding the Digital Drive -- Chapter 7 Enhanced Experiences – Enlisting the Fanatic -- Chapter 8 Conclusion– Future Brand Fans. Poznámky k dostupnosti Přístup pouze pro oprávněné uživatele Dal.odpovědnost Stavros, Constantino. Westberg, Kate. Dal.odpovědnost SpringerLink (Online service) Předmět.hesla Business. * Market research. * Customer relations - Management. * Sports - Economic aspects. Forma, žánr elektronické knihy electronic books Země vyd. Německo Jazyk dok. angličtina Druh dok. Elektronické knihy URL Plný text pro studenty a zaměstnance UPOL kniha
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.
Chapter 1 Introduction – Crowdsourcing Brand Equity -- Chapter 2 Pitch Partners– Customers as Players and Collaborators -- Chapter 3 Unlimited Users: The Rise of Consumer-Generated Content -- Chapter 4 Connected Communities– Icons and Tribalism -- Chapter 5 Passionate Partisans– Lifelong Loyalty -- Chapter 6 Dynamic Data– Branding the Digital Drive -- Chapter 7 Enhanced Experiences – Enlisting the Fanatic -- Chapter 8 Conclusion– Future Brand Fans.
Počet záznamů: 1