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The elusive fan : reinventing sports in a crowded marketplace /
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 base...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Otros Autores: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
New York :
McGraw-Hill,
©2006.
|
| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
MARC
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| 100 | 1 | |a Rein, Irving J. | |
| 245 | 1 | 4 | |a The elusive fan : |b reinventing sports in a crowded marketplace / |c Irving Rein, Philip Kotler, Ben Shields. |
| 260 | |a New York : |b McGraw-Hill, |c ©2006. | ||
| 300 | |a 1 online resource (xiv, 345 pages) | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 504 | |a Includes bibliographical references (pages 307-327) and index. | ||
| 505 | 0 | |a 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. | |
| 588 | 0 | |a Print version record. | |
| 520 | |a 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. | ||
| 590 | |a O'Reilly |b O'Reilly Online Learning: Academic/Public Library Edition | ||
| 650 | 0 | |a Sports |x Marketing. | |
| 650 | 0 | |a Sports |x Economic aspects. | |
| 650 | 0 | |a Communication in marketing. | |
| 650 | 0 | |a Sports spectators |z United States. | |
| 650 | 0 | |a Professional sports |z United States. | |
| 650 | 6 | |a Sports |x Aspect économique. | |
| 650 | 6 | |a Communication en marketing. | |
| 650 | 6 | |a Supporters |z États-Unis. | |
| 650 | 6 | |a Sports professionnels |z États-Unis. | |
| 650 | 7 | |a SPORTS & RECREATION |x Essays. |2 bisacsh | |
| 650 | 7 | |a SPORTS & RECREATION |x History. |2 bisacsh | |
| 650 | 7 | |a SPORTS & RECREATION |x Business Aspects. |2 bisacsh | |
| 650 | 7 | |a SPORTS & RECREATION |x Reference. |2 bisacsh | |
| 650 | 7 | |a GAMES |x Gambling |x Sports. |2 bisacsh | |
| 650 | 7 | |a TRAVEL |x Special Interest |x Sports. |2 bisacsh | |
| 650 | 7 | |a Communication in marketing |2 fast | |
| 650 | 7 | |a Professional sports |2 fast | |
| 650 | 7 | |a Sports |x Economic aspects |2 fast | |
| 650 | 7 | |a Sports |x Marketing |2 fast | |
| 650 | 7 | |a Sports spectators |2 fast | |
| 651 | 7 | |a United States |2 fast | |
| 700 | 1 | |a Kotler, Philip. | |
| 700 | 1 | |a Shields, Ben. | |
| 776 | 0 | 8 | |i Print version: |a Rein, Irving J. |t Elusive fan. |d New York : McGraw-Hill, ©2006 |z 0071454098 |w (DLC) 2006018779 |w (OCoLC)70158354 |
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