Table of content

•	Table of Contents

On the Ball: What You Can Learn About Business from America's Sports Leaders
By David Carter, Darren Rovell
Publisher	: Financial Times Prentice Hall
Pub Date	: February 18, 2003
ISBN	: 0-13-100963-X
Pages	: 320
	Copyright
		Praise for "On the Ball"
		FINANCIAL TIMES Prentice Hall
		Financial Times Prentice Hall Books
		Acknowledgments
		Introduction: On Deck
		Chapter 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
		Chapter 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
		Chapter 3.  Customer Service
			Customer Service
			Customer Service 101
			Championship Points
		Chapter 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
		Chapter 5.  Employee Relations
			A Structure for Employee Relations
			Championship Points
		Chapter 6.  Building Alliances
			Strategic Alliances
			Championship Points
		Chapter 7.  Crisis Management
			The "Players" in a Crisis
			Dealing with the Crisis' Players
			10 Rules to Live By
			Moving On
			Championship Points
		Chapter 8.  Penetrating New Markets
			The 800-Pound Gorilla
			Marketing Abroad
			Emerging Markets
			Championship Points
		Chapter 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
		Chapter 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
		Chapter 11.  Leadership
			The Essence of Leadership
			The Home Stretch