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The Elusive Fan: Reinventing Sports in a Crowded Marketplace
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Binding: Hardcover
Dewey Decimal Number: 796.0698
EAN: 9780071454094
Edition: 1
ISBN: 0071454098
Label: McGraw-Hill
Manufacturer: McGraw-Hill
Number Of Items: 1
Number Of Pages: 300
Publication Date: June 23, 2006
Publisher: McGraw-Hill
Studio: McGraw-Hill
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Editorial Review: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.
Customer Reviews
Average Rating: 
Rating: - Not Just for Sports
Although the Elusive Fan is written for sports marketing and managers in mind, the concepts are equally applicable to other entities which depend upon their members for loyalty and financial support. Like sports, the arts are facing new competition and are also a marketplace for people with only a limited amount of time and money. My husband works for a non profit art foundation and the marketing ideas presented in the book apply to that type of entity just the same as to the sports groups. One ... Read More
Rating: - The concepts span beyond sports
The Elusive Fan may be about sports, but the principles and strategies the authors discuss can be applied to any sector in the world of business. I am in the film and entertainment industry and have benefited greatly from the innovative concepts The Elusive Fan develops. I particularly liked chapter three on how fans connect, which details the critical connection points that encourage fans to choose one product over another. The book's branding focus has also helped me refine my segmentation strategies ... Read More
Rating: - "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 ... Read More
Rating: - How to prosper in a "competitive and fragmented marketplace"
Competition for disposal income spent on recreation and entertainment is probably more intense now than it has ever been before. On any given day, we have so many choices and all of them have direct or indirect costs. This is especially true of sporting events, many of which are televised. The title of this book refers to someone whose financial support is increasingly more difficult to attract and then sustain. According to Rein, Kotler, and Shields, "All sports need to be constantly adapting and if necessary ... Read More
Rating: - informative, entertaining, timely
The Elusive Fan is an enjoyable read with a good blend of facts and analysis. It is entertaining yet serious. As new forms of entertainment emerge rapidly and businesses of all types hire consultants to compete for our attention and dollars, The Elusive Fan articulates the changes we are witnessing and describes how sports fit in to our evolving economy and culture.
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