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Winning with data in the business of sports : CRM and analytics /

Bibliographic Details
Main Author: Green, Fiona (Sports consultant) (Author)
Corporate Author: EBSCOhost
Format: eBook
Language:English
Published: Abingdon, Oxon ; New York, NY : Routledge, Taylor & Francis Group, 2021.
Edition:Second edition.
Subjects:
Sports > Economic aspects.
Sports administration.
Sports administration > Data processing.
Sports > Marketing.
Customer relations.
Sports > Aspect économique.
Sports > Gestion.
Sports > Gestion > Informatique.
BUSINESS & ECONOMICS / Customer Service
BUSINESS & ECONOMICS / Marketing / General
Customer relations
Sports administration
Sports administration > Data processing
Sports > Economic aspects
Sports > Marketing
Electronic books.
Online Access:Connect to the full text of this electronic book
Table of Contents:
  • Foreword
  • Preface to the second edition
  • Preface to the first edition
  • 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, change management, and culture
  • 9 Data and the law
  • 10 Where do we go from here?
  • Conclusion.