TY  - BOOK
AU  - Rein, Irving J.
AU  - Kotler, Philip.
AU  - Shields, Ben.
TI  - The elusive fan: reinventing sports in a crowded marketplace 
SN  - 9780071454094
AV  - 796.0698 REI
U1  - 796.0698 
PY  - 2006///
CY  - New York
PB  - McGraw-Hill
KW  - Sports
KW  -  Marketing
KW  -  Economic aspects
KW  - Communication in marketing
KW  - Sports spectators
KW  -  United States
KW  - Professional sports
N1  - 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
UR  -  http://www.loc.gov/catdir/enhancements/fy0661/2006018779-b.html
UR  -  http://www.loc.gov/catdir/enhancements/fy0661/2006018779-d.html
UR  -  http://www.loc.gov/catdir/enhancements/fy0661/2006018779-t.html
ER  -