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The Elusive Fan : Reinventing Sports in a Crowded Marketplace (Hardcover)

Author: Rein, Irving J.

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Product Overview

A model for winning fan loyalty that leaves competitors in the dust -- from the biggest contenders in sports

World-renowned marketing gurus Rein and Kotler deliver the most comprehensive, expert analysis of sports marketing to date with "The Elusive Fan." They explore how sports has become one of the most competitive global industries; however, its market -- the fans -- has become increasingly unresponsive to traditional advertising and marketing while being inundated with alternative entertainment options. "The Elusive Fan" is 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, most important, understanding how fans make, break, and reconnect to a sport.


Publisher McGraw-Hill
Mfg Part# 9780071454094
SKU 202324413
Format Hardcover
ISBN10 0071454098
Release Date 4/10/2007
Product Attributes
eBooks Kobo
Book Format Hardcover
Number of Pages 0345
Publisher McGraw-Hill Companies
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