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The elusive fan : reinventing sports in a crowded marketplace

Author: Irving J Rein; Philip Kotler; Ben Shields
Publisher: New York : McGraw-Hill, ©2006.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

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, important, understanding how  Read more...

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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Irving J Rein; Philip Kotler; Ben Shields
ISBN: 0071454098 9780071454094
OCLC Number: 70158354
Description: xiv, 345 pages ; 24 cm
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.
Responsibility: Irving Rein, Philip Kotler, Ben Shields.
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