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Elusive Fan : Reinventing Sports in a Crowded Marketplace

Elusive Fan : Reinventing Sports in a Crowded Marketplace - 06 edition

Elusive Fan : Reinventing Sports in a Crowded Marketplace - 06 edition

ISBN13: 9780071454094

ISBN10: 0071454098

Elusive Fan : Reinventing Sports in a Crowded Marketplace by Irving Rein, Philip Kotler and Ben Ryan Shields - ISBN 9780071454094
Edition: 06
Copyright: 2006
Publisher: McGraw-Hill Publishing Company
Published:
International: No
Elusive Fan : Reinventing Sports in a Crowded Marketplace by Irving Rein, Philip Kotler and Ben Ryan Shields - ISBN 9780071454094

ISBN13: 9780071454094

ISBN10: 0071454098


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Table of Contents

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