The Elusive Fan: Reinventing Sports in a Crowded Marketplace

Category: Business

Tag: Business & Investing

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Irving Rein, Philip Kotler, Ben Shields, "The Elusive Fan: Reinventing Sports in a Crowded Marketplace"
Publisher: McGraw-Hill | 2006-06-23 | ISBN 0071454098 | PDF | 300 pages | 2 MB

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 responsibilities is increasing interest in art among different community groups. He found the marketing information very useful and has implemented some of the suggestions. For example, he has applied the author's recommendations for engaging the youth market and expanded the youth art camp at the foundation, hopefully developing loyalty and a lifelong interest in art for students (and their parents). The book offers lots of ideas for attracting fans/members and developing a thorough brand-building framework, often using real world case studies. I definitely recommend this book to anyone in an industry which needs to attract and keep their fans/members.

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