The elusive fan : reinventing sports in a crowded marketplace /

Sports are a multibillion-dollar global business that will continue to grow by leaps and bounds into the foreseeable future. The bad news is: It's never been harder to attract, engage, and retain the sports fan. Today's sports fans are bombarded by choices. Traditional sports, such as base...

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Bibliographic Details
Main Author:	Rein, Irving J.
Other Authors:	Kotler, Philip, Shields, Ben
Format:	eBook
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. Sports > Aspect économique. Communication en marketing. Supporters > États-Unis. Sports professionnels > États-Unis. SPORTS & RECREATION > Essays. SPORTS & RECREATION > History. SPORTS & RECREATION > Business Aspects. SPORTS & RECREATION > Reference. GAMES > Gambling > Sports. TRAVEL > Special Interest > Sports. Professional sports. Sports spectators. United States.
Online Access:	Connect to the full text of this electronic book

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.