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000806958 019__ $$a970041850$$a970381990$$a970611180$$a970807511$$a971037811$$a971065957$$a973382416
000806958 020__ $$a9783319488547$$q(electronic book)
000806958 020__ $$a3319488546$$q(electronic book)
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000806958 0247_ $$a10.1007/978-3-319-48854-7$$2doi
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000806958 049__ $$aISEA
000806958 050_4 $$aHF4999.2-6182
000806958 08204 $$a658.8343$$223
000806958 1001_ $$aSmith, Aaron,$$d1972-$$eauthor.
000806958 24510 $$aBrand fans :$$blessons from the world's greatest sporting brands /$$cAaron C.T. Smith, Constantino Stavros, Kate Westberg.
000806958 264_1 $$aCham, Switzerland :$$bPalgrave Macmillan,$$c[2017]
000806958 264_4 $$c©2017
000806958 300__ $$a1 online resource (x, 249 pages) :$$billustrations
000806958 336__ $$atext$$btxt$$2rdacontent
000806958 337__ $$acomputer$$bc$$2rdamedia
000806958 338__ $$aonline resource$$bcr$$2rdacarrier
000806958 347__ $$atext file$$bPDF$$2rda
000806958 504__ $$aIncludes bibliographical references. and index.
000806958 5050_ $$a1: Introduction: Crowdsourcing Brand Equity; Introduction: Celebrate the Brand Fanatic; Sport Means Winning; Work in Symbols; Meet the Greats; Find the Lessons; Conclusion: Move from Emotion to Engagement; References; 2: Pitch Partners: Customers as Players and Collaborators; Introduction: Move Closer; Step Up to the Plate; Clarify the Brand Image; Focus on Value Co-creation; Make the Customer Part of the Brand Team; Design Compelling Value Propositions; Extend Brand Reach; Facilitate Brand Fan Communities; Leverage the Value Network; Conclusion: Entangle Customers.
000806958 5058_ $$aMake Everyone a Winner Create Tribal Teamwork; Make Tribes Louder; Conclusion: Find the New Disneyland; References; 5: Passionate Partisans: Lifelong Loyalty; Introduction: Get Ahead of the Curve; Make Passionate Partisans; Ride the Bumps with a Grin; Do Not Hide; Segment for Growth; Make Everyone a VIP; Multiply Media and Saturate Sponsors; Locate the Connection, Influence, and Persuasion Trinity; Conclusion: Give and You Shall Be Given; References; 6: Dynamic Data: Branding the Digital Drive; Introduction: Start with a New Normal; Embrace the Digital Dynamic.
000806958 5058_ $$aTransform Consumers into Directors Make Content Experiential; Use Superdata to Find the Digital Consumer; Measure and Escalate Relevance; Accept Real-Time Branding; Package the Virtual for Real (Branding); Practice Failing Forward; Locate the Brand Fan; Work on Who They Think They Are; Make Old Fans Part of New Media; Conclusion: Make the Brand a Digital Destination; References; 7: Enhanced Experiences: Enlisting the Fanatic; Introduction: Engage and Enhance; Convert Loyalty into Fanaticism; Augment Experiences; Modularise Branding; Access the Mobile Mind; Pull, Do Not Push.
000806958 5058_ $$aFind a Platform Create a Social Network; Make Strategic Social Choices; Leverage the Links; Find a Social Media Identity; Engage the Social Conscience; Conclusion: The Augmented Brand Fan; References; 8: Conclusion: Future Brand Fans; Introduction: The Sporting Touch; Virtual Brand Fans; Branding in a Cloudy Future: The Digital Mesh; Wearable and Comparable; Contingent Consumption Experiences; Advanced AI and Autonomous Behaviour; Lessons in Anticipating Sport's Branding Future; Conclusion: A Brand Fan's Future; References; Index.
000806958 506__ $$aAccess limited to authorized users.
000806958 5208_ $$aAnnotation$$bCombining the latest branding research with a diverse range of powerful case examples, this book reveals the cutting edge techniques of value co-creation, personalisation and customer engagement employed by sport's leading brands. Based on the transferable lessons that emanate from these practices, Brand Fansexplores and illuminates how firms can cultivate connected fans and lifelong advocates, while building brand equity exponentially in the process. This is a book that will appeal to scholars and practitioners alike, as well as anyone fascinated by modern marketing, consumer relationships and branding.
000806958 588__ $$aDescription based on print version record.
000806958 650_0 $$aBusiness.
000806958 650_0 $$aMarketing research.
000806958 650_0 $$aCustomer relations$$xManagement.
000806958 650_0 $$aSports$$xEconomic aspects.
000806958 7001_ $$aStavros, Constantino,$$eauthor.
000806958 7001_ $$aWestberg, Kate,$$eauthor.
000806958 77608 $$iPrint version:$$aSmith, Aaron, 1972-$$tBrand fans.$$dCham, Switzerland : Palgrave Macmillan, [2017]$$z3319488538$$w(OCoLC)976191400
000806958 852__ $$bebk
000806958 85640 $$3SpringerLink$$uhttps://univsouthin.idm.oclc.org/login?url=http://link.springer.com/10.1007/978-3-319-48854-7$$zOnline Access$$91397441.1
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000806958 980__ $$aEBOOK
000806958 980__ $$aBIB
000806958 982__ $$aEbook
000806958 983__ $$aOnline
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