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 practi...
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| Main Authors | , , |
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| Format | Electronic eBook |
| Language | English |
| Published |
Cham, Switzerland :
Palgrave Macmillan,
[2017]
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| Subjects | |
| Online Access | Full text |
| ISBN | 9783319488547 9783319488530 |
| Physical Description | 1 online resource (x, 249 pages) : illustrations |
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| Summary: | 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. |
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| Bibliography: | Includes bibliographical references at the end of each chapters and index. |
| ISBN: | 9783319488547 9783319488530 |
| Access: | Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty |
| Physical Description: | 1 online resource (x, 249 pages) : illustrations |