Brand Fans: Lessons from the World's Greatest Sporting Brands - Couverture souple

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

 
9783319840321: Brand Fans: Lessons from the World's Greatest Sporting Brands
Couverture souple
ISBN 10 : 3319840320 ISBN 13 : 9783319840321
Editeur : Palgrave Macmillan, 2018

Synopsis

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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l?auteur

Aaron C.T. Smith is a Professor at RMIT University, Australia. His research investigates psychological, organisational and policy change in business, sport, health, religion and society. Aaron has authored 17 books, over 100 academic articles, and consulted to more than 120 organisations on these issues.

Constantino Stavros is an Associate Professor of Marketing at RMIT University, Australia. One of Australia's leading media commentators on communication and branding matters, he is also the Editor-in-Chief of Sport, Business and Management: An International Journal. His research interests lie predominantly at the intersection of consumption and technology.

Kate Westberg is an Associate Professor of Marketing at RMIT University, Australia. Her research focuses primarily on the areas of sport marketing and sponsorship, branding, social marketing and behavioural change. Previously, Kate worked in a range of marketing roles in both the commercial and non-profit sectors in Canada and Australia.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Palgrave Macmillan
Date d'édition
2018
Langue
anglais
ISBN 10 
3319840320
ISBN 13 
9783319840321
Reliure
Broché
Nombre de pages
260
Coordonnées du fabricant
Springer Nature Customer Service Center GmbH
ProductSafety@springernature.com

Europaplatz 3,69115 Heidelberg, Germany
Heidelberg
69115
Allemagne

Autres éditions populaires du même titre

9783319488530: Brand Fans: Lessons from the World's Greatest Sporting Brands

Edition présentée

ISBN 10 :  3319488538 ISBN 13 :  9783319488530
Editeur : Springer International Publishin..., 2017
Couverture rigide