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The Elusive Fan: Reinventing Sports in a Crowded Marketplace

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The Elusive Fan: Reinventing Sports in a Crowded MarketplaceSports 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

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.



Binding Type: Hardcover
Publisher: McGraw-Hill Education
Published: 07/14/2006
ISBN: 9780071454094
Pages: 345
Weight: 1.46lbs
Size: 9.14h x 6.76w x 1.13d
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SKU: 91053776486

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Best moisturizer I have bought in years!!
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Moisture to the rescue
Locked in moisture, with no greasy lingering effect. Shiny vibrant skin that doesn't subside quickly.
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Light weight beef tallow moisturizer
Every light weight. Easy to apply & No greasy feeling! I actually put a lot and it leaves my skin feeling very hydrated! The smell is not strong.
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Life and Skin Changer/Saver!!
This has absolutely changed my skin and life for the better! I tend to have dry and sensitive skin. Traditional lotions and creams last only a few minutes or hours with minimal relief. My hands were getting very dry and wrinkly, but the Beef Tallow has brought my hands back to normal. I even started using it on my face and LOVE IT! The ingredients seem to be minimal using beef tallow, honey, olive oil, etc. It’s not just a surface level moisturizer - it seeps deep into the skin. My family has tried it and can’t wait to buy their own!!
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This tallow and honey balm is a really good product!
I really like this Tallow and honey balm. Actually, I use it as a face cream and it is really smooth. What I like the most is that it’s not really greasy feeling when you put it on but once it’s absorbed into the skin your skin feels smooth. You don’t need much either. It comes with a little scoop so that you aren’t sticking your fingers in it. I’m glad I tried it because it is a good value. Another thing, it smells really good and I think it’s because of the ingredients of tallow and honey.
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