Hidden Bibliographic Details
| Other authors / contributors: | Stavros, Constantino, author.
Westberg, Kate, author.
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| ISBN: | 9783319488547
3319488546
3319488538
9783319488530
9783319488530
3319488538
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| Digital file characteristics: | text file PDF
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| Notes: | Includes bibliographical references at the end of each chapters and index.
Print version record.
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| 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.
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| Other form: | Print version: Smith, Aaron, 1972- Brand fans. Cham, Switzerland : Palgrave Macmillan, [2017] 3319488538
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| Standard no.: | 9783319488530
10.1007/978-3-319-48854-7
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