The elusive fan : reinventing sports in a crowded marketplace

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
Main Author: Rein, Irving J. (-)
Other Authors: Kotler, Philip, Shields, Ben
Format: eBook
Language:Inglés
Published: New York : McGraw-Hill c2006.
Subjects:
Sports > Marketing.
Sports > Economic aspects.
Communication in marketing.
Sports spectators > United States.
Professional sports > United States.
See on Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009872140306719
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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