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...

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Bibliographic Details
Call Number:Libro Electrónico
Main Author: Rein, Irving J.
Other Authors: Kotler, Philip, Shields, Ben
Format: Electronic eBook
Language:Inglés
Published: New York : McGraw-Hill, ©2006.
Subjects:
Sports > Marketing.
Sports > Economic aspects.
Communication in marketing.
Sports spectators > United States.
Professional sports > United States.
Sports > Aspect économique.
Communication en marketing.
Supporters > États-Unis.
Sports professionnels > États-Unis.
SPORTS & RECREATION > Essays.
SPORTS & RECREATION > History.
SPORTS & RECREATION > Business Aspects.
SPORTS & RECREATION > Reference.
GAMES > Gambling > Sports.
TRAVEL > Special Interest > Sports.
Communication in marketing
Professional sports
Sports > Economic aspects
Sports > Marketing
Sports spectators
United States
Online Access:Texto completo (Requiere registro previo con correo institucional)
Table of 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.

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