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The Elusive fan: reinventing sports in a crowded marketplace

Author: Rein, Irving ; Kotler, Philip ; Shields, BenPublisher: McGraw-Hill, 2006.Language: EnglishDescription: 345 p. ; 24 cm.ISBN: 0071454098Type of document: BookBibliography/Index: Includes bibliographical references and index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HC2000 .L4 R45 2006
(Browse shelf)
001177777
Available 001177777
Total holds: 0

Includes bibliographical references and index

Digitized

The Elusive Fan Reinventing Sports in a Crowded Marketplace Contents Preface ix Acknowledgments xiii PART ONE: Reaching the Elusive Fan 1 Chapter 1: The Fan Challenge 3 Chapter 2: Sports in Trouble 27 Chapter 3: How Fans Connect 53 PART TWO: Connecting to the Elusive Fan 91 Chapter 4: Reinventing the Sports Brand 93 Chapter 5: Generating the Sports Brand Transformation 121 Chapter 6: Implementing the Sports Brand Transformation 157 Chapter 7: Communicating the Sports Brand 197 Contents PART THREE: Surviving in the Sports Fan Marketplace 229 Chapter 8: Sustaining the Fan Connection 231 Chapter 9: Successful Cases of Sports Branding 263 Chapter 10: The Future of Fan Connection 293 Endnotes 307 Index 229

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