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On the Ball: What You Can Learn About Business from America's Sports Leaders
By David Carter, Darren Rovell
   
Publisher : Financial Times Prentice Hall
Pub Date : February 18, 2003
ISBN : 0-13-100963-X
Pages : 320


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!

   
•  Table of Contents
On the Ball: What You Can Learn About Business from America's Sports Leaders
By David Carter, Darren Rovell
   
Publisher : Financial Times Prentice Hall
Pub Date : February 18, 2003
ISBN : 0-13-100963-X
Pages : 320
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