Brand fans : lessons from the world's greatest sporting brands

• Main Authors: Smith, Aaron, 1972- (Author), Stavros, Constantino (Author), Westberg, Kate (Author)
• Format: Electronic eBook
• Language: English
• Published: Cham, Switzerland : Palgrave Macmillan, [2017]
• Subjects: Branding (Marketing); Sports > Marketing.; Brand loyalty > Case studies.; elektronické knihy; electronic books
• ISBN: 9783319488547; 9783319488530
• Physical Description: 1 online resource (x, 249 pages) : illustrations

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...