Rein, Irving J. <br/><br/>
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. 
<br/><br/>Includes bibliographical references (p. 307-327) and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>9780071454094 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Sports -- Marketing.<br/>Sports -- Economic aspects.<br/>Communication in marketing.<br/>Sports spectators -- United States.<br/>Professional sports -- United States.
<br/><br/><label>LC Class. No.: </label>796.0698  / REI 
<br/><br/><label>Dewey Class. No.: </label>796.0698  / REI [ Shelf 68 ]