The Elusive Fan: Reinventing Sports in a Crowded Marketplace: Reinventing Sports in a Crowded…

Hardcover | July 14, 2006

byIrving Rein, Philip Kotler, Ben Ryan Shields

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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.

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From the Publisher

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...

From the Jacket

PRAISE FOR THE ELUSIVE FAN”Forget cars, computers, and cola. The most competitive arena in marketing is sports. Rein, Kotler, and Shields do a brilliant job in analyzing the issues involved in attracting elusive fans who have many more choices today than they have ever had.”-Al Ries, author, The Origin of Brands“The Elusive Fan is the ...

Irving Rein, Ph.D. is a Professor of Communication Studies at Northwestern University's School of Communication. The author of 12 books, including High Visibility, a groundbreaking study of image making, Rein also serves on Major League Baseball's Commissioner's Initiative for the 21st Century and is a member of the Advisory Board for ...

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Format:HardcoverDimensions:300 pages, 8.9 × 6.2 × 1.3 inPublished:July 14, 2006Publisher:McGraw-Hill EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0071454098

ISBN - 13:9780071454094

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Customer Reviews of The Elusive Fan: Reinventing Sports in a Crowded Marketplace: Reinventing Sports in a Crowded Marketplace

Reviews

Rated 5 out of 5 by from "The Elusive Fan" Won't Have Any Trouble Captivating a Wide Audience Rein, Shields and Kotler manage to score effortlessly in this fascinating look behind the scenes of sports marketing. In the electronic age, consumers are bombarded by so many choices, retaining fans is an immense and expensive challenge. The ultimate arena, in which sports and teams compete for market share, advertising dollars, ticket revenue and television proceeds is a diffcult place to compete with old business models and antiquated ideas. The dynamic answer to the daunting challenges posed by today's marketplace is provided by communications scholars Irving Rein and Ben Shields and renowned marketing guru Philip Kotler. This book provides a new understanding how the sports marketing world works, how teams can capture a larger share that market by adhering to new fan-based management philosophies. This book is the rare subject to transcend the boundries between the worlds of sports and marketing. Any serious sports fan will be enthralled by the fascinating case studies and behind-the-scenes look at professional athletics. Industry insiders, marketers, advertisers and communications specialists will be equally glad to have read this ground-breaking book. Well regarded markerting and communications experts, Rein and Kotler bring experience and flare to the "Elusive Fan" and are matched perfectly as writing partners with the young and rising-star communications specialist Ben Shields. Buy this book and peek behind the curtain at what makes the most exciting industry in the world as thrilling as it is and how the all-important fan fits into it all.
Date published: 2010-09-27

Extra Content

Table of Contents

PART ONE: Reaching the Elusive Fan

1.The Fan Challenge

2. Sports in Trouble

3. How Fans Connect

PART TWO: Connecting to the Elusive Fan

4. Reinventing the Sports Brand

5. Generating the Sports Brand Transformation

6. Implementing the Sports Brand Transformation

7. Communicating the Sports Brand

PART THREE: Surviving in the Sports Fan Marketplace

8.Sustaining the Fan Connection

9. Successful Cases in Sports Branding

10.The Future of Fan Connection