On the ball : what you can learn about business from America's sports leaders
著者
書誌事項
On the ball : what you can learn about business from America's sports leaders
(Financial Times Prentice Hall books)
Financial Times/Prentice Hall, c2003
大学図書館所蔵 全7件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Includes index
内容説明・目次
内容説明
On the Ball delivers the winning business ideas that have built sports into a multi-billion-dollar global industry ... ideas you can use no matter what you sell! Learn corporate branding from Tiger Woods and Nike ... entrepreneurship from NASCAR ... target marketing from the World Cup ... strategic alliances from the New York Yankees ... new market entry from NFL Europe ... and much more. Fast, furious, outrageous, and unforgettable, it's all you expect from sports, and don't expect from a business book!
目次
Acknowledgments.
Introduction: On Deck.
1. Building a Business.
Don't Try This at Home. Building a Business. The Business Life Cycle. Getting Started. Patriarchal Leadership. Lower Profile Leadership. Bill France: Seizing the Opportunity (Infancy). Financial and Organizational Growth: NASCAR-a-Go-Go. NASCAR's Adolescent Years. NASCAR Enters "Prime" Time. "Prime" Challenges. The Changing of the Guard. Growing Pains. Championship Points.
2. Reaching the Customer.
Reaching Customers. Miller Lite. Coca-Cola. Apple Computer. Gatorade. Using Sports to Reach Your "Fans". Market Segmentation. Case Study: MasterCard. Championship Points.
3. Customer Service.
Customer Service. Customer Service 101. Championship Points.
4. The Personal Branding Process.
Personal Branding. Jack, Joe, Michael, and Tiger. Corporate America and the Art of Athlete Branding. The Familiar Lance Armstrong. Barry Bonds: The Anti-Armstrong? The Relevant Cal Ripken. Steve Garvey: The Anti-Ripken? The Esteemed Andre Agassi. Anna Kournikova: The Anti-Agassi? And Then There's Michael. Shawn Kemp: The Anti-Jordan? Championship Points.
5. Employee Relations.
A Structure for Employee Relations. Championship Points.
6. Building Alliances.
Strategic Alliances. Championship Points.
7. Crisis Management.
The "Players" in a Crisis. Dealing with the Crisis' Players. 10 Rules to Live By. Moving On. Championship Points.
8. Penetrating New Markets.
The 800-Pound Gorilla. Marketing Abroad. Emerging Markets. Championship Points.
9. Building a Brand.
The Branding Process. Establishing a Brand. The Product's Role in Branding. (Micro) Managing the Brand. Brand Constituents. Maintaining the Message. Going Global. Brand Extensions. Championship Points.
10. Repositioning a Business.
Repositioning. Repositioning with an Attitude. Leadership and Senior Management. Internal Changes and Marketing. The Second Coming? Applying the Same Principles and Passions. Gaining Public Sector Buy-In. Seeking Out New Business Opportunities. Persuading Customers to Spread the Word. Making a Name for Themselves. Championship Points.
11. Leadership V8.1.PH. Final.
The Essence of Leadership. The Home Stretch.
Index.
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