Research Catalog

Title
  • The elusive fan : reinventing sports in a crowded marketplace / Irving Rein, Philip Kotler, Ben Shields.
Author
Rein, Irving J.
Publication
New York : McGraw-Hill, c2006.
Supplementary Content
  • Contributor biographical information
  • Publisher description

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Details

Additional Authors
  • Kotler, Philip.
  • Shields, Ben.
Description
xiv, 345 p.; 24 cm.
Subject
  • Communication in marketing
  • Professional sports > United States
  • Sports > Economic aspects
  • Sports > Marketing
  • Sports spectators > United States
Bibliography (note)
  • Includes bibliographical references (p. 307-327) and index.
Contents
Reaching the elusive fan : The fan challenge; Sports in trouble; How fans connect -- Connecting to the elusive fan: Reinventing the sports brand; Generating the sports brand transformation; Implementing the sports brand transformation; Communicating the sports brand -- Surviving in the sports fan marketplace: Sustaining the fan connection; Successful cases in sports branding; The future of fan connection.
ISBN
0071454098 (alk. paper)
LCCN
  • 2006018779
  • 9780071454094
OCLC
OCM70158354
Owning Institutions
Princeton University Library