The elusive fan : reinventing sports in a crowded marketplace - Rein, Irving J.; Kotler, Philip; Shields, Ben. (New York : McGraw-Hill, 2006)
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.
Includes bibliographical references (p. 307-327) and index.
Keywords: Sports -- Marketing; Sports -- Economic aspects; Communication in marketing; Sports spectators -- United States; Professional sports -- United States