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The Elusive Fan: Reinventing Sports in a Crowded Marketplace

The Elusive Fan: Reinventing Sports in a Crowded Marketplace by Irving Rein
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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

McGraw-Hill Education; July 2006
361 pages; ISBN 9780071491143
Read online, or download in secure PDF format
Title: The Elusive Fan: Reinventing Sports in a Crowded Marketplace
Author: Irving Rein; Philip Kotler; Ben Ryan Shields
 
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