On the Ball : What You Can Learn About Business From America's Sports Leaders
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!
- Hardback | 320 pages
- 161 x 236.7 x 20.6mm | 562.46g
- 18 Feb 2003
- Pearson Education (US)
- FINANCIAL TIMES PRENTICE HALL
- Upper Saddle River, United States
Table of contents
Acknowledgments. Introduction: On Deck. 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.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.3. Customer Service. Customer Service. Customer Service 101. Championship Points.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.5. Employee Relations. A Structure for Employee Relations. Championship Points.6. Building Alliances. Strategic Alliances. Championship Points.7. Crisis Management. The "Players" in a Crisis. Dealing with the Crisis' Players. 10 Rules to Live By. Moving On. Championship Points.8. Penetrating New Markets. The 800-Pound Gorilla. Marketing Abroad. Emerging Markets. Championship Points.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.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.11. Leadership V8.1.PH. Final. The Essence of Leadership. The Home Stretch.Index.
About Darren Rovell
DAVID M. CARTER founded The Sports Business Group in 1999 following more than 10 years of consulting for the sports and entertainment industries. As a sports business consultant specializing in strategic marketing, he consults for corporations, law firms, sports organizations, sports/entertainment venues, and individual athletes. He provides sports business commentary to national media organizations and teaches The Business of Sports Entertainment at the USC Graduate School of Business. He is author of Keeping $core, which provides companies and organizations with a framework for devising sports marketing strategies, and You Can't Play the Game if You Don't Know the Rules, for those seeking careers in the sports business. DARREN ROVELL has been reporting on sports business since 1998. Since June 2000, he has served as ESPN.com's sports business reporter. He appears on numerous ESPN radio affiliate shows, analyzes the sports business world for ESPNEWS, and contributes to ESPN's flagship SportsCenter and its investigative show Outside the Lines, among others.