The elusive fan : reinventing sports in a crowded marketplace / Irving Rein, Philip Kotler, Ben Shields.
Rein, Irving J.; Kotler, Philip.; Shields, Ben.
2006
GV716 .R45 2006 (Mapit)
Available at General Collection

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Title The elusive fan : reinventing sports in a crowded marketplace / Irving Rein, Philip Kotler, Ben Shields.
Author Rein, Irving J.
ISBN 0071454098 (alk. paper)
9780071454094 (alk. paper)
Imprint New York : McGraw-Hill, c2006.
Language English
Description xiv, 345 p. ; 24 cm.
Call Number GV716 .R45 2006
Dewey Decimal Classification 796.06/98
Bibliography, etc. Note Includes bibliographical references (p. 307-327) and index.
Added Author Kotler, Philip.
Shields, Ben.
Linked Resources Contributor biographical information
Publisher description
Table of contents
Record Appears in On-Campus Resources > Books
All Resources
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.

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