Buch, Englisch, 244 Seiten, Format (B × H): 241 mm x 161 mm, Gewicht: 484 g
CRM and Analytics
Buch, Englisch, 244 Seiten, Format (B × H): 241 mm x 161 mm, Gewicht: 484 g
ISBN: 978-0-367-61070-8
Verlag: Taylor & Francis Ltd
Important developments that have occurred since the publication of the first edition include the General Data Protection Regulations (GDPR) and the COVID-19 pandemic. With a focus on these unique challenges coupled with the opportunities the use of data creates, this book is essential reading for professionals within the sports industry. This second edition includes:
- An introduction to new technologies, the data they generate, and the supporting processes we need to have in place to use them.
- Brand new case studies with recent examples of creative applications from clubs, teams, leagues, and governing bodies, including Arsenal, AS Roma, ICC Cricket World Cup, LA Kings, Portland Trail Blazers, and UEFA.
- The sports industry’s response to tighter data legislation introduced primarily though the GDPR.
- The role of data and direct engagement during the COVID-19 pandemic.
The book provides clear guidance and knowledge that sports industry professionals need to understand the role of data for the business side of sports. It is essential reading for sports clubs, governing bodies and those working in sports marketing, media and communications, sponsorship, merchandise, ticketing, events, and participation development. The book will also be of interest to students of sports management.
Zielgruppe
Postgraduate, Professional, and Professional Practice & Development
Autoren/Hrsg.
Fachgebiete
- Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Medien-, Informations und Kommunikationswirtschaft
- Sozialwissenschaften Sport | Tourismus | Freizeit Sport Ballsportarten Cricket
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
- Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Dienstleistungssektor & Branchen
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Kundenbeziehungsmanagement, Kundenpflege
- Sozialwissenschaften Sport | Tourismus | Freizeit Sport Sportveranstaltungen, Sportmanagement, Teams & Clubs
Weitere Infos & Material
Foreword 1. CRM for the digital age 2. The principles of CRM 3. The importance of data 4. Business intelligence and data analytics 5. CRM technology stack 6. Data-driven marketing 7. The role of CRM and data in sponsorship 8. Business change and change management 9. Data and the law 10. Where do we go from here?