Overview
- Applies marketing analytics to fandom to improve product quality
- Identifies macro forces that change the structure and societal role of fandom
- Provides a framework to understand, manage and maximize fandom asset value
Part of the book series: Business Guides on the Go (BUGO)
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About this book
The success of modern sports, entertainment, political, and other cultural categories is driven by organizations’ ability to create and manage fandom. This book explores fandom from a marketing perspective providing a multidisciplinary framework for understanding, measuring, and growing fandom. It provides a fandom analytics framework for creating and managing fandom and identifies the macro forces (technology, demographics, etc.) that are changing fandom’s structure and societal role. The book goes beyond understanding the foundations of fandom by demonstrating how marketing tools may be employed to value and manage fandom assets. It is designed for existing and new generations of sports and entertainment professionals, as well as scholars, students, and academics interested in sports and entertainment marketing and analytics.
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Table of contents (12 chapters)
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Front Matter
Authors and Affiliations
About the author
Michael Lewis is Professor of Marketing and Director of the Emory Marketing Analytics Center at the Goizueta Business School, Emory University (Atlanta, GA, USA). Professor Lewis’s work focuses on the intersection of sports analytics and sports marketing. He studies issues ranging from player performance analytics to brand equity in sports. The foundation for Professor Lewis’ work is a deep background in statistics and optimization. These tools provide a data-driven approach to measurement and decision-making. This approach makes Professor Lewis a unique expert on fandom as his work addresses the complete process from success on the field to success at the box office. He has published work related to loyalty programs, customer lifetime value, and dynamic pricing in addition to sports topics.
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Bibliographic Information
Book Title: Fandom Analytics
Book Subtitle: Creating and Harnessing Consumer and Cultural Passion
Authors: Michael Lewis
Series Title: Business Guides on the Go
DOI: https://doi.org/10.1007/978-3-031-65925-6
Publisher: Springer Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2024
Hardcover ISBN: 978-3-031-65924-9Published: 31 August 2024
Softcover ISBN: 978-3-031-65927-0Published: 01 September 2025
eBook ISBN: 978-3-031-65925-6Published: 30 August 2024
Series ISSN: 2731-4758
Series E-ISSN: 2731-4766
Edition Number: 1
Number of Pages: XIV, 260
Number of Illustrations: 22 b/w illustrations
Topics: Market Research/Competitive Intelligence, Popular Culture , Industries, Sport Science , Sports Economics