On the Ball: What You Can Learn About Business From Americas Sports Leaders - page 1
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- Main Page
- Main Page
- Table of content
- Copyright
- Praise for On the Ball
- FINANCIAL TIMES Prentice Hall
- Financial Times Prentice Hall Books
- Acknowledgments
- Introduction: On Deck
- Chapter 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
- Chapter 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
- Chapter 3. Customer Service
- Customer Service
- Customer Service 101
- Championship Points
- Chapter 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
- Chapter 5. Employee Relations
- A Structure for Employee Relations
- Championship Points
- Chapter 6. Building Alliances
- Strategic Alliances
- Championship Points
- Chapter 7. Crisis Management
- The Players in a Crisis
- Dealing with the Crisis Players
- 10 Rules to Live By
- Moving On
- Championship Points
- Chapter 8. Penetrating New Markets
- The 800-Pound Gorilla
- Marketing Abroad
- Emerging Markets
- Championship Points
- Chapter 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
- Chapter 10. Repositioning a Business
- Repositioning
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