Brand Fans Lessons from the World's Greatest Sporting Brands /
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,...
Κύριοι συγγραφείς: | , , |
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Συγγραφή απο Οργανισμό/Αρχή: | |
Μορφή: | Ηλεκτρονική πηγή Ηλ. βιβλίο |
Γλώσσα: | English |
Έκδοση: |
Cham :
Springer International Publishing : Imprint: Palgrave Macmillan,
2017.
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Θέματα: | |
Διαθέσιμο Online: | Full Text via HEAL-Link |
Πίνακας περιεχομένων:
- 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.