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

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”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

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Product Details

  • ISBN-13: 9780071454094
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 6/23/2006
  • Edition number: 1
  • Pages: 300
  • Sales rank: 587,528
  • Product dimensions: 6.20 (w) x 9.10 (h) x 1.22 (d)

Meet the Author

Irving Rein, Ph.D. is a Professor of Communication Studies at Northwestern University's School of Communication. The author of 12 books, including High Visibility, a groundbreaking study of image making, Rein also serves on Major League Baseball's Commissioner's Initiative for the 21st Century and is a member of the Advisory Board for Northwestern University's Master of Arts in Sports Administration.

Philip Kotler, Ph.D. is the S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management. He is the author of 35 books, including Marketing Management, the most widely used marketing book in graduate business schools worldwide. He has been a consultant to IBM, General Electric, AT&T, Bank of America, Merck, Motorola, Ford, and other global corporations and places.

Ben Shields has done consulting work for a number of organizations on communication issues. His expertise is in sports and technology, and he is currently a doctoral student in communication studies at Northwestern University.

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Table of Contents

PART ONE: Reaching the Elusive Fan1. The Fan Challenge 2. Sports in Trouble 3. How Fans Connect PART TWO: Connecting to the Elusive Fan4. Reinventing the Sports Brand 5. Generating the Sports Brand Transformation6. Implementing the Sports Brand Transformation7. Communicating the Sports BrandPART THREE: Surviving in the Sports Fan Marketplace8. Sustaining the Fan Connection9. Successful Cases in Sports Branding10. The Future of Fan Connection

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