The elusive fan
Subtitle: reinventing sports in a crowded marketplace
By: Irving Rein, Philip Kotler, Ben Shields.
Contributors: Kotler, Philip.; Shields, Ben.
Publisher: McGraw-Hill
Published: 2006
Place of publication: New York
Language: eng
Number of pages: 345
Subjects: Sports -- Marketing; Sports -- Economic aspects; Communication in marketing; Sports spectators -- United States; Professional sports -- United States
Notes: Includes bibliographical references (p. 307-327) and index.
Table of contents: title: Reaching the elusive fan : The fan challenge; Sports in trouble; How fans connect; title: Connecting to the elusive fan: Reinventing the sports brand; Generating the sports brand transformation; Implementing the sports brand transformation; Communicating the sports brand; title: Surviving in the sports fan marketplace: Sustaining the fan connection; Successful cases in sports branding; The future of fan connection.