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On the Ball: What You Can Learn About Business From Americas Sports Leaders

ISBN: 013100963X
EAN: 2147483647

Year: 2003
Pages: 93

Authors: David M. Carter, Darren Rovell

BUY ON AMAZON

• 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
• 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
• Chapter 11. Leadership
• The Essence of Leadership
• The Home Stretch