|
Regular price: $29.95
NSMN DISCOUNTED PRICE: $18.50
Today's sports fan operates in a world saturated with
choices. Traditional sports like baseball, football
and basketball, must now vie for fans attention (and dollars) with emerging challengers
such as NASCAR, snowboarding, lacrosse, poker even paintball.
For the first time in history, the sports industry must
reexamine fundamental questions about market segmentation,
product distribution, and how to handle inevitable crises.
The old business formulas, developed in an age of just
three television networks and creaky stadiums with backless,
uncomfortable seats, no longer apply.
World-renowned communication expert Irving Rein, international
marketing guru Philip Kotler, and communication specialist
Ben Shields explore the many challenges facing sports
today and offer their expert analysis of the current
and emerging market trends that are making it so difficult
to capture the hearts and minds of today s sports fans.
Using a wide mix of case studies from many of today
s most successful sports leagues, teams, stars, and
facilities, they show how you can:
- Transform sports products into strong brands that
transcend winning and losing
- Integrate new technologies to engage fans and maximize
revenue
- Build star-powered attractions to drive sports
brands
- Develop enduring connections with fan markets
- Anticipate and quickly respond to the competitive
and cultural trends that affect the sports marketplace
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 fragmented,
ever-widening world of sports.
About the Authors:
Irving Rein, Ph.D. is a Professor
of Communication Studies at Northwestern University's School of Communication. He
is an internationally known expert in public communication
and popular culture. He is a communication advisor to
numerous highly visible places, organizations, and individuals.
He has authored twelve books, including High Visibility,
a groundbreaking study of image making. He also serves
on Major League Baseball's Commissioner's Initiative
for the 21st Century and is a member of the Advisory
Board for Northwestern University s Master of Arts in
Sports Administration.
Philip Kotler, Ph.D. is the
S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management.
He has been honored as one of the world s leading marketing
thinkers and has received honorary degrees from ten
foreign universities. He is the author of 35 books,
including Marketing Management, the most widely used
marketing book in graduate business schools worldwide,
and over one hundred articles. He has been a consultant
to IBM, General Electric, AT&T, Bank of America,
Merck, Motorola, Ford, and other global corporations
and places.
Ben Shields has done consulting
work for a number of organizations on communication
issues. His expertise is in sports and technology, and
he is a frequent media commentator and speaker on the
sports marketing industry. He is the host and producer
of The Elusive Fan Podcast, which offers bi-weekly analysis
of sports fan connection strategies. He is currently
completing his Ph.D. in communication studies at Northwestern
University.
Reviews
"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."
--Al Ries, author, The Origin of Brands
"The Elusive Fan is 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."
--Brian Billick, Head Coach, Baltimore Ravens
"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."
--Professor Stephen A. Greyser, Richard P. Chapman
Professor, Marketing/Communications, Harvard Business
School
"The Elusive Fan is a must
read for anyone interested in sports marketing strategies
-- and the 21st Century world of sports in general."
--Bob Dekas, Coordinating Producer-College Basketball,
CBS Sports
"Authors Rein, Kotler and
Shields have hit a homerun. The Elusive Fan offers a
detailed playbook for sports decision makers looking
to up their game."
--Jonathan Hoenig Fox News personality and portfolio
manager at
Capitalistpig Hedge Fund LLC
"The Elusive Fan is an essential
primer for the past, present, and, most importantly,
future of sports."
--Jeff Davis, author of Papa Bear: The Life and Legacy
of George Halas
"[The authors] bring academic
rigor and valuable insight to the occasionally chaotic
world of sports marketing."
--Dean Bonham and Don Hinchey, The Bonham Group
"The Elusive Fan
is a landmark work filling a major deficit in our understanding of the business of sports and particularly
the challenge of engaging fans in deep, enduring ways.
The insights about connecting with fans and establishing
personal relevance makes this must reading for anyone
concerned with securing a committed fan base in an increasingly
fractured and competitive sports and entertainment environment."
--Gerald Zaltman, The Joseph C. Wilson Professor
of Business Administration, Emeritus, Harvard Business
School, and author of How Customers Think
Awards
The Elusive Fan has been featured on ESPN's Mike and
Mike in the Morning, Sporting News Radio, WGN, and other prominent
media outlets. The authors have also written articles
on sports marketing for publications such as the Sports
Business Journal, Chicago Tribune, Brand Strategy,
and The Futurist.
The book is already being translated into Dutch, Portuguese,
and Turkish and is currently under review in eight other
languages including Spanish, Japanese, and Arabic.
For more information on The Elusive Fan, please visit
www.theelusivefan.com.
The Web site includes The Elusive Fan Podcast, a 20-minute
bi-weekly show on sports marketing and communication.
|
