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Author Rein, Irving J.

Title The elusive fan : reinventing sports in a crowded marketplace / Irving Rein, Philip Kotler, Ben Shields.

Publication Info. New York : McGraw-Hill, [2006]
©2006
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Contributor biographical information
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Item Status

Location Call No. Status OPAC Message Public Note Gift Note
 Moore Stacks  GV716 .R45 2006    Available  ---
Description xiv, 345 pages ; 24 cm
Bibliography Includes bibliographical references (pages 307-327) and index.
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.
Subject Sports -- Marketing.
Sports -- Marketing.
Sports -- Economic aspects.
Sports -- Economic aspects.
Communication in marketing.
Communication in marketing.
Sports spectators -- United States.
Sports spectators.
United States.
Professional sports -- United States.
Professional sports.
Added Author Kotler, Philip.
Shields, Ben.
ISBN 0071454098 alkaline paper
9780071454094 alkaline paper

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