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200 10$aBrand Fans $eLessons from the World's Greatest Sporting Brands /$fby Aaron C.T. Smith, Constantino Stavros, Kate Westberg
205   $a1st ed. 2017.
210  1$aCham :$cSpringer International Publishing :$cImprint: Palgrave Macmillan,$d2017.
215   $a1 online resource (X, 249 p.)
311 08$a9783319488530 
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320   $aIncludes bibliographical references at the end of each chapters and index.
327   $aChapter 1 Introduction - Crowdsourcing Brand Equity -- Chapter 2 Pitch Partners- Customers as Players and Collaborators -- Chapter 3 Unlimited Users: The Rise of Consumer-Generated Content -- Chapter 4 Connected Communities- Icons and Tribalism -- Chapter 5 Passionate Partisans- Lifelong Loyalty -- Chapter 6 Dynamic Data- Branding the Digital Drive -- Chapter 7 Enhanced Experiences - Enlisting the Fanatic -- Chapter 8 Conclusion- Future Brand Fans.
330   $aCombining 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.
606   $aCustomer relations$xManagement
606   $aMarketing research
606   $aBusiness intelligence
606   $aSports$xEconomic aspects
606   $aCustomer Relationship Management
606   $aMarket Research and Competitive Intelligence
606   $aSports Economics
615  0$aCustomer relations$xManagement.
615  0$aMarketing research.
615  0$aBusiness intelligence.
615  0$aSports$xEconomic aspects.
615 14$aCustomer Relationship Management.
615 24$aMarket Research and Competitive Intelligence.
615 24$aSports Economics.
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700   $aSmith$b Aaron C.T$4aut$4http://id.loc.gov/vocabulary/relators/aut$0918921
702   $aStavros$b Constantino$4aut$4http://id.loc.gov/vocabulary/relators/aut
702   $aWestberg$b Kate$4aut$4http://id.loc.gov/vocabulary/relators/aut
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