The elusive fan : reinventing sports in a crowded marketplace /
Rein, Irving J.
The elusive fan : reinventing sports in a crowded marketplace / Irving Rein, Philip Kotler, Ben Shields. - New York : McGraw-Hill, c2006. - xiv, 345 p. ; 24 cm.
Includes bibliographical references (p. 307-327) and index.
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.
9780071454094
Sports -- Marketing.
Sports -- Economic aspects.
Communication in marketing.
Sports spectators -- United States.
Professional sports -- United States.
796.0698 / REI
796.0698 / REI [ Shelf 68 ]
The elusive fan : reinventing sports in a crowded marketplace / Irving Rein, Philip Kotler, Ben Shields. - New York : McGraw-Hill, c2006. - xiv, 345 p. ; 24 cm.
Includes bibliographical references (p. 307-327) and index.
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.
9780071454094
Sports -- Marketing.
Sports -- Economic aspects.
Communication in marketing.
Sports spectators -- United States.
Professional sports -- United States.
796.0698 / REI
796.0698 / REI [ Shelf 68 ]