MARC details
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03520nam a2200517Ii 4500 |
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9781315108537 |
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FlBoTFG |
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20211012152435.0 |
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m o d |
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cr |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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180928t20182019fluab ob 001 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9781315108537 |
| Qualifying information |
(e-book : PDF) |
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(OCoLC)1053983957 |
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rda |
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| Language code of text/sound track or separate title |
eng |
| 050 #4 - LIBRARY OF CONGRESS CALL NUMBER |
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GV716 |
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.G78 2019 |
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BUS |
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BUS |
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BUS |
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| Classification number |
338.47796 |
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23 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Green, Fiona, |
| 245 10 - TITLE STATEMENT |
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| Title |
Winning With Data : |
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CRM and Analytics for the Business of Sports / |
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by Fiona Green. |
| 250 ## - EDITION STATEMENT |
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| Edition statement |
1st edition. |
| 300 ## - PHYSICAL DESCRIPTION |
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| Extent |
1 online resource (206 pages) : |
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32 illustrations, text file, PDF. |
| 650 #7 - |
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| Topical term or geographic name as entry element |
BUSINESS & ECONOMICS / Marketing / General. |
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BUSINESS & ECONOMICS / Industries / Entertainment. |
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Sports |
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Sports administration. |
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Sports administration |
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Sports |
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Customer relations. |
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Taylor and Francis. |
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| Uniform Resource Identifier |
https://www.taylorfrancis.com/books/9781315108537 |
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author. |
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Boca Raton, FL : |
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Routledge, an imprint of Taylor and Francis, |
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[2018]. |
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©2019. |
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text |
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computer |
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rdamedia |
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online resource |
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rdacarrier |
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Includes bibliographical references and index. |
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Chapter 1 CRM for the Digital Age; Chapter 2 The Principles of CRM; Chapter 3 The Importance of Data; Chapter 4 Business Intelligence and Data Analytics; Chapter 5 CRM Technology Stack; Chapter 6 Data-driven Marketing; Chapter 7 The Role of CRM and Data in Sponsorship; Chapter 8 Business Change and Change Management; Chapter 9 Data and the Law; Chapter 10 Where do we go from here. |
| 520 3# - |
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For many years, sports rights owners have had an 'if you build it, they will come' attitude, suggesting they take their fans for granted. Combined with advances in broadcasting quality, digital marketing, and social media, this has resulted in diminishing attendances and participation levels. The use of CRM (Customer Relationship Management), BI (Business Intelligence) and Data Analytics has therefore becomeintegral to doing business in sports, emulating the approach used by brands such as Amazon, Netflix, and Spotify. Technology has made the world a smaller place; clubs and teams can now connect with their fans anywhere in the world, allowing them to grow their marketplace, but they operate in an 'attention economy' where there's too much choice and engagement is key.This book sets out to share the processes and principles the sports industry uses to capitalise on the natural loyalty it creates. Case studies and commentary from around the world are used to demonstrate some of the practices implemented by the world's leading sports brands including clubs Arsenal and the San Antonio Spurs. the governing bodies of UEFA and Special Olympics International, and the MLS and NHL. With a focus on our unique challenges coupled with the opportunities the use of data creates, this book is essential reading for professionals within the sports industry. |
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Also available in print format. |
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Economic aspects. |
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Data processing. |
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Marketing. |
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Electronic books. |
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Print version: |
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9781138090637(Hardback) |
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Click here to view. |
