電子書籍詳細

電子書籍詳細


洋書 kinoppy

世界有数のスポーツ・ブランドに学ぶ教訓

Brand Fans : Lessons from the World's Greatest Sporting Brands . 1st ed. 2017

Smith, Aaron C.T.   Stavros, Constantino   Westberg, Kate

Palgrave Macmillan 2017/01
X, 249 p.
出版国: CH
ISBN: 9783319488530
eISBN: 9783319488547
KNPID: EY00150419
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Full Description

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.

Table of Contents

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.