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,...
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| Otros Autores: | , |
| Formato: | Libro electrónico |
| Idioma: | Inglés |
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Springer International Publishing : Imprint: Palgrave Macmillan
2017.
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| Colección: | Springer eBooks.
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| Acceso en línea: | Conectar con la versión electrónica |
| Ver en Universidad de Navarra: | https://innopac.unav.es/record=b36130114*spi |
| Sumario: | 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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| Descripción Física: | X, 249 p. |
| Formato: | Forma de acceso: World Wide Web. |
| ISBN: | 9783319488547 |
