کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
141113 162813 2012 20 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
If you build it, will they come?: A case study of digital spaces and brand in the National Basketball Association
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار، مدیریت و حسابداری (عمومی)
پیش نمایش صفحه اول مقاله
If you build it, will they come?: A case study of digital spaces and brand in the National Basketball Association
چکیده انگلیسی

This case addresses the relationship between sport and digital spaces by introducing students to strategic marketing processes related to developing a team-managed fan website. The case was created in conjunction with three former members of the Cleveland Cavaliers who helped create www.cavfanatic.com, the official fan site of the team. Key areas addressed within the case study are brand development, brand communication, and brand extension. The case follows a new hire, Natalie, as she joins the new media team of www.cavfanatic.com. The sport marketers she works with review the development of the website and provide information on the strategic development process they went through. In the end, Natalie is charged with looking forward and developing further strategies to continue to engage the Cavaliers fans and to develop the CavFanatic brand.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Sport Management Review - Volume 15, Issue 4, November 2012, Pages 518–537
نویسندگان
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