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The Elusive Fan: Reinventing Sports in a Crowded Marketplace (Hardcover, Ed) Loot Price: R937
Discovery Miles 9 370
You Save: R131 (12%)
The Elusive Fan: Reinventing Sports in a Crowded Marketplace (Hardcover, Ed): Irving Rein, Philip Kotler, Ben Ryan Shields

The Elusive Fan: Reinventing Sports in a Crowded Marketplace (Hardcover, Ed)

Irving Rein, Philip Kotler, Ben Ryan Shields

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List price R1,068 Loot Price R937 Discovery Miles 9 370 | Repayment Terms: R88 pm x 12* You Save R131 (12%)

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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.

General

Imprint: McGraw-Hill Professional
Country of origin: United States
Release date: July 2006
First published: 2005
Authors: Irving Rein • Philip Kotler • Ben Ryan Shields
Dimensions: 226 x 158 x 33mm (L x W x T)
Format: Hardcover
Pages: 368
Edition: Ed
ISBN-13: 978-0-07-145409-4
Categories: Books > Sport & Leisure > Sports & outdoor recreation > General
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LSN: 0-07-145409-8
Barcode: 9780071454094

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