The Elusive Fan

Reinventing Sports in a Crowded Marketplace

Irving J. Rein, Philip Kotler, Ben Shields

350 pages, parution le 01/07/2006

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Résumé

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.

L'auteur - Irving J. Rein

Irving J. Rein, Professor of Communication Studies at Northwestern University, is an internationally known expert in public communication and image-making. He is a communication advisor to numerous highly visible places, businesses, and individuals. He has authored eight books, including High Visibility, a groundbreaking study of image-making. He has written a Wide range of articles on communications, and has lectured on placemarketing in the United States, Europe, and other cities and regions

L'auteur - Philip Kotler

Philip Kotler est le plus réputé des Professeurs en Marketing, tant en Europe qu'aux USA. Auteur de gros manuels célèbres, il livre ici la synthèse de son savoir.

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Sommaire

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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Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	Irving J. Rein, Philip Kotler, Ben Shields
Parution	01/07/2006
Nb. de pages	350
Format	16 x 24
Couverture	Relié
Poids	665g
Intérieur	Noir et Blanc
EAN13	9780071454094
ISBN13	978-0-07-145409-4