The Elusive Fan: Reinventing Sports in a Crowded Marketplace / Edition 1

The Elusive Fan: Reinventing Sports in a Crowded Marketplace / Edition 1

by Irving Rein, Philip Kotler, Ben Ryan Shields
     
 

View All Available Formats & Editions

ISBN-10: 0071454098

ISBN-13: 9780071454094

Pub. Date: 06/23/2006

Publisher: McGraw-Hill Professional Publishing

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

Overview

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.

Product Details

ISBN-13:
9780071454094
Publisher:
McGraw-Hill Professional Publishing
Publication date:
06/23/2006
Pages:
368
Product dimensions:
6.20(w) x 9.10(h) x 1.22(d)

Table of Contents

PART ONE: Reaching the Elusive Fan


1.The Fan Challenge


2. Sports in Trouble


3. How Fans Connect


PART TWO: Connecting to the Elusive Fan


4. Reinventing the Sports Brand


5. Generating the Sports Brand Transformation


6. Implementing the Sports Brand Transformation


7. Communicating the Sports Brand

PART THREE: Surviving in the Sports Fan Marketplace


8.Sustaining the Fan Connection


9. Successful Cases in Sports Branding


10.The Future of Fan Connection

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >