The Elusive Fan: Reinventing Sports in a Crowded Marketplace (BUSINESS BOOKS) - Hardcover

Rein, Irving; Kotler, Philip; Ryan Shields, Ben

Hardcover

ISBN 10: 0071454098 ISBN 13: 9780071454094

Publisher: McGraw Hill, 2006

Synopsis

Title: Elusive Fan <>Binding: Hardcover <>Author: Philip Kotler <>Publisher: MCGRAW-HILL Professional

About this title

From the Back Cover

PRAISE FOR THE ELUSIVE FAN

"Forget cars, computers, and cola. The most competitive arena in marketing is sports. Rein, Kotler, and Shields do a brilliant job in analyzing the issues involved in attracting elusive fans who have many more choices today than they have ever had."-Al Ries, author, The Origin of Brands

"The Elusive Fan is the most thorough and comprehensive overview of the sports marketing industry I have seen. The insights and recommendations are a must read for anyone involved or interested in the field."-Brian Billick, Head Coach, Baltimore Ravens

"The authors apply insightful consumer analysis and branding concepts to the practical problems of bringing people to games, attracting eyeballs to sports TV, and opening consumer wallets for merchandise."-Professor Stephen A. Greyser, Richard P. Chapman Professor, Marketing/Communications, Harvard Business School

"The Elusive Fan is a must read for anyone interested in sports marketing strategies-and the 21st century world of sports in general."-Bob Dekas, Coordinating Producer-College Basketball, CBS Sports

"Authors Rein, Kotler, and Shields have hit a home run. The Elusive Fan offers a detailed playbook for sports decision makers looking to up their game."-Jonathan Hoenig, Fox News personality and portfolio manager at Capitalistpig Hedge Fund LLC

"The Elusive Fan is an essential primer for the past, present, and, most importantly, future of sports."-Jeff Davis, author of Papa Bear: The Life and Legacy of George Halas

Synopsis

This title presents a model for winning fan loyalty that leaves competitors in the dust - from the biggest contenders in sports. World-renowned marketing gurus Rein and Kotler deliver the most comprehensive, expert analysis of sports marketing to date with "The Elusive Fan". They explore how sports has become one of the most competitive global industries; however, its market - the fans - has become increasingly unresponsive to traditional advertising and marketing while being inundated with alternative entertainment options. "The Elusive Fan" is a guide to business strategies that you can use for sports marketing, including developing star power, transforming and distributing a brand, filling the stands, and, most important, understanding how fans make, break, and reconnect to a sport.

Edition details

• Publisher: McGraw Hill
• Publication date: 2006
• ISBN 10: 0071454098
• ISBN 13: 9780071454094
• Binding: Hardcover
• Language: English
• Edition number: 1
• Number of pages: 368