Research Catalog

The elusive fan : reinventing sports in a crowded marketplace /

Title
  2. The elusive fan : reinventing sports in a crowded marketplace / Irving Rein, Philip Kotler, Ben Shields.
Published by
  1. New York : McGraw-Hill, c2006.
Supplementary content
  1. Contributor biographical information
  2. Publisher description
Author
  1. Rein, Irving J.

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Details

Additional authors
  1. Kotler, Philip.
  2. Shields, Ben.
Description
  1. xiv, 345 p.; 24 cm.
Subject
  1. Communication in marketing
  2. Professional sports > United States
  3. Sports > Economic aspects
  4. Sports > Marketing
  5. Sports spectators > United States
Contents
  1. 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.
Owning institution
  1. Princeton University Library
Bibliography (note)
  1. Includes bibliographical references (p. 307-327) and index.