Tabla de Contenidos: “…Sample football club sponsorship contract12 Implementation par excellence; Touch points in the relationship with the sponsor; The sports marketer's renewal mentality; Marking the sponsor; The ten commandments for successful sponsorship; 13 The proud sponsor; Sponsorship vs conventional advertising; Activation, activation, activation; The 360° action plan; Case studies: Audi, Nike, Coca-Cola, Mahou; 14 The 'Ballon d'Or' sports marketer; The first eleven and the technical staff; Eleven sales techniques that work; Eleven skills for winning the Ballon d'Or…”

Tabla de Contenidos: “…Maximizing Customer Lifetime Value -- Customer Profitability -- Measuring Customer Lifetime Value -- Attracting and Retaining Customers -- Marketing Memo: Calculating Customer Lifetime Value -- Building Loyalty -- Brand Communities -- Win-Backs -- Cultivating Customer Relationships -- Customer Relationship Management -- Marketing Insight: The Behavioral Targeting Controversy -- Summary -- Applications -- Marketing Excellence: Audi -- Marketing Excellence: Harley-Davidson -- Chapter 6: Analyzing Consumer Markets -- What Influences Consumer Behavior? …”