The elusive fan : reinventing sports in a crowded marketplace / Irving Rein, Philip Kotler, Ben Shields.

Format:

Book

Author/Creator:

Rein, Irving J.

Contributor:

Kotler, Philip.

Shields, Ben.

Language:

English

Subjects (All):

Sports--Marketing.

Sports.

Sports--Economic aspects.

Communication in marketing.

Sports spectators--United States.

Sports spectators.

Professional sports--United States.

Professional sports.

Physical Description:

1 online resource (xiv, 345 p. )

Place of Publication:

New York : McGraw-Hill, c2006.

Language Note:

English

Summary:

Sports are a multibillion-dollar global business that will continue to grow by leaps and bounds into the foreseeable future. The bad news is: It's never been harder to attract, engage, and retain the sports fan. Today's sports fans are bombarded by choices. Traditional sports, such as baseball, football, and basketball, compete for fans' dollars with snowboarding, lacrosse, poker...even paintball. The old business formulas, developed in the age of three TV networks and creaky stadiums, no longer apply. World-renowned communication expert Irving Rein, international marketing guru Philip Kotler, and communication specialist Ben Shields deliver an innovative new business model centered squarely on fan satisfaction and retention. They give you the tools to transform your sports product into an enduring brand-immune to the vagaries of winning and losing-that quickly adapts to changing market conditions. Along the way they illustrate their points with fascinating case studies, including Manchester United's transformation from a plucky home team to a billion-dollar international franchise Professional golf phenomenon Michelle Wie's quest to maximize her talents and marketability Southlake Carroll High School football team's benchmarking of professional and college football programs to build its own brand Daytona International Speedway's reinvention of fan intimacy Combining expert analysis with field-tested strategies for winning hearts and minds, The Elusive Fan is your guide to surviving and thriving in today's ever-widening world of sports.

Contents:

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.

Notes:

Bibliographic Level Mode of Issuance: Monograph

Includes bibliographical references (p. 307-327) and index.

Description based on publisher supplied metadata and other sources.

ISBN:

9786610644087

9780071491143

9780071487016

0071487018

9781280548604

1280548606

OCLC:

1164503888