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The Elusive Fan: Reinventing Sports in a Crowded Marketplace
by Irving Rein, Philip Kotler, Ben Shields
from McGraw-Hill
Customer Reviews:
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Avg. Customer Rating: 5.0 / 5.0 
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Not Just for Sports
Although the Elusive Fan is written for sports marketing and managers in mind, the concepts are equally applicable to other entities which depend upon their members for loyalty and financial support. Like sports, the arts are facing new competition and are also a marketplace for people with only a limited amount of time and money. My husband works for a non profit art foundation and the marketing ideas presented in the book apply to that type of entity just the same as to the sports groups. One of his... more info
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The concepts span beyond sports
The Elusive Fan may be about sports, but the principles and strategies the authors discuss can be applied to any sector in the world of business. I am in the film and entertainment industry and have benefited greatly from the innovative concepts The Elusive Fan develops. I particularly liked chapter three on how fans connect, which details the critical connection points that encourage fans to choose one product over another. The book's branding focus has also helped me refine my segmentation strategies and... more info
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"The Elusive Fan" Won't Have Any Trouble Captivating a Wide Audience
Rein, Shields and Kotler manage to score effortlessly in this fascinating look behind the scenes of sports marketing. In the electronic age, consumers are bombarded by so many choices, retaining fans is an immense and expensive challenge. The ultimate arena, in which sports and teams compete for market share, advertising dollars, ticket revenue and television proceeds is a diffcult place to compete with old business models and antiquated ideas.
The dynamic answer to the daunting challenges posed by... more info
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How to prosper in a "competitive and fragmented marketplace"
Competition for disposal income spent on recreation and entertainment is probably more intense now than it has ever been before. On any given day, we have so many choices and all of them have direct or indirect costs. This is especially true of sporting events, many of which are televised. The title of this book refers to someone whose financial support is increasingly more difficult to attract and then sustain. According to Rein, Kotler, and Shields, "All sports need to be constantly adapting and if... more info
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