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The elusive fan : reinventing sports in a crowded marketplace /

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Bibliographic Details
Main Author: Rein, Irving J.
Other Authors: Kotler, Philip, Shields, Ben
Format: Book
Language:English
Published: New York : McGraw-Hill, [2006]
Subjects:
Sports > Marketing.
Sports > Economic aspects.
Communication in marketing.
Sports spectators > United States.
Professional sports > United States.
Online Access:Contributor biographical information
Publisher description
Table of contents
Table of 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.