The Elusive Fan: Reinventing Sports in a Crowded Marketplace
PRAISE FOR THE ELUSIVE FAN&#8221;Forget cars, computers, and cola. The most competitive arena in marketing is sports. Rein, Kotler, and Shields do a brilliant job in analyzing the issues involved in attracting elusive fans who have many more choices today than they have ever had.&#8221;-Al Ries, author,The Origin of Brands&#8220;The Elusive Fanis the most thorough and comprehensive overview of the sports marketing industry I have seen. The insights and recommendations are a must read for anyone involved or interested in the field.&#8221;-Brian Billick, Head Coach, Baltimore Ravens&#8220;The authors apply insightful consumer analysis and branding concepts to the practical problems of bringing people to games, attracting eyeballs to sports TV, and opening consumer wallets for merchandise.&#8221;-Professor Stephen A. Greyser, Richard P. Chapman Professor, Marketing/Communications, Harvard Business School&#8220;The Elusive Fanis a must read for anyone interested in sports marketing strategies-and the 21st century world of sports in general.&#8221;-Bob Dekas, Coordinating Producer-College Basketball, CBS Sports&#8220;Authors Rein, Kotler, and Shields have hit a home run.The Elusive Fanoffers a detailed playbook for sports decision makers looking to up their game.&#8221;-Jonathan Hoenig, Fox News personality and portfolio manager at Capitalistpig Hedge Fund LLC&#8220;The Elusive Fanis an essential primer for the past, present, and, most importantly, future of sports.&#8221;-Jeff Davis, author ofPapa Bear: The Life and Legacy of George Halas