Smith, Aaron C.T.
Brand Fans
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
Nyckelord: Business and Management, Customer Relationship Management, Market Research/Competitive Intelligence, Sports Economics
- Författare
- Smith, Aaron C.T.
- Stavros, Constantino
- Westberg, Kate
- Utgivare
- Springer
- Utgivningsår
- 2017
- Språk
- en
- Utgåva
- 1
- Sidantal
- 10 sidor
- Kategori
- Ekonomisk
- Format
- E-bok
- eISBN (PDF)
- 9783319488547
- Tryckt ISBN
- 978-3-319-48853-0
