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The Elusive Fan:
Reinventing Sports In A Crowded Marketplace
You Save: $11.45
NSMN 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
- 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.
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
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.
"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
– Professor Stephen A. Greyser, Richard P.
Chapman Professor, Marketing/Communications, Harvard
"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
– 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
"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
– Gerald Zaltman, The Joseph C. Wilson Professor
of Business Administration, Emeritus, Harvard
Business School, and author of How Customers Think
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 website includes
The Elusive Fan Podcast, a 20-minute bi-weekly
show on sports marketing and communication.