Brand fans - Lessons from the world's greatest sporting brands

Smith, A, Stavros, C and Westberg, K 2017, Brand fans - Lessons from the world's greatest sporting brands, Palgrave Macmillan, Cham, Switzerland.


Document type: Book
Collection: Books

Title Brand fans - Lessons from the world's greatest sporting brands
Author(s) Smith, A
Stavros, C
Westberg, K
Year 2017
Publisher Palgrave Macmillan
Place of publication Cham, Switzerland
Subjects Marketing Management (incl. Strategy and Customer Relations)
Marketing Communications
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.
ISBN 9783319488530
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