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Smith, Aaron C.T.

Brand Fans

Smith, Aaron C.T. - Brand Fans, ebook

153,75€

Ebook, PDF with Adobe DRM
ISBN: 9783319488547
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Table of contents

1. Introduction: Crowdsourcing Brand Equity
Aaron C. T. Smith, Constantino Stavros, Kate Westberg

2. Pitch Partners: Customers as Players and Collaborators
Aaron C. T. Smith, Constantino Stavros, Kate Westberg

3. Unlimited Users: The Rise of Consumer-Generated Content
Aaron C. T. Smith, Constantino Stavros, Kate Westberg

4. Connected Communities: Icons and Tribalism
Aaron C. T. Smith, Constantino Stavros, Kate Westberg

5. Passionate Partisans: Lifelong Loyalty
Aaron C. T. Smith, Constantino Stavros, Kate Westberg

6. Dynamic Data: Branding the Digital Drive
Aaron C. T. Smith, Constantino Stavros, Kate Westberg

7. Enhanced Experiences: Enlisting the Fanatic
Aaron C. T. Smith, Constantino Stavros, Kate Westberg

8. Conclusion: Future Brand Fans
Aaron C. T. Smith, Constantino Stavros, Kate Westberg

Keywords: Business and Management, Customer Relationship Management, Market Research/Competitive Intelligence, Sports Economics

Author(s)
 
 
Publisher
Springer
Publication year
2017
Language
en
Edition
1
Category
Economy
Format
Ebook
eISBN (PDF)
9783319488547
Printed ISBN
978-3-319-48853-0

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