Elusive Fan Reinventing Sports in a Crowded Marketplace

ISBN-10: 0071454098
ISBN-13: 9780071454094
Edition: 2005
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Description: This text explores prominent athletes, events and organizations in professional sports, including David Beckham, Kobe Bryant, NASCAR and Yao Ming, as well as the impact of HDTV and video games. It also details the marketing and brand strategies that  More...

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Book details

List price: $35.00
Copyright year: 2005
Publisher: McGraw-Hill Education
Publication date: 7/14/2006
Binding: Hardcover
Pages: 368
Size: 6.00" wide x 9.00" long x 1.00" tall
Weight: 1.562
Language: English

This text explores prominent athletes, events and organizations in professional sports, including David Beckham, Kobe Bryant, NASCAR and Yao Ming, as well as the impact of HDTV and video games. It also details the marketing and brand strategies that encourage fan loyalty.

Wesley Schultz is Professor of Psychology at California State University, San Marcos. His expertise is in social psychology, environmental psychology, and statistics. His work in these areas has focused particularly on social influence, and effective strategies for promoting conservation behavior. He has published extensively in these areas, with recent books on the Psychology of Sustainable Development (Kluwer, 2002), Attitudes and Opinions (Erlbaum, 2005), and Social Psychology: An Applied Perspective (Prentice-Hall, 2000). Over the past 10 years, he has published more than 40 book chapters and peer-reviewed articles, and given hundreds of professional and invited presentations around the world. In addition to his academic research and teaching, Professor Schultz maintains an active schedule of training and consulting with organizations interested in developing and implementing principles of social marketing. He has worked on projects for a variety of organizations, including the Environmental Protection Agency, National Institute of General Medical Science, National Institute of Justice, Keep America Beautiful, California Integrated Waste Management Board, and Opower. His work has been featured in Business Week, the NY Times, BBC International, National Public Radio, Time Magazine, and numerous other media outlets.Philip Kotler is the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University, Chicago. Kellogg was voted the �Best Business School� for six years in Business Week�s survey of United States business schools. It is also rated as the �Best Business School for the Teaching of Marketing.� Professor Kotler has significantly contributed to Kellogg�s success through his many years of research and teaching there.He received his master�s degree at the University of Chicago and his Ph.D. degree at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.Professor Kotler is the author of Marketing Management, the most widely adopted marketing book in MBA programs; Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; High Visibility; Social Marketing; Marketing Places; Marketing for Hospitality and Tourism; Museum Strategy and Marketing; Standing Room Only; The Marketing of Nations, and Kotler on Marketing. He has published over 100 articles in leading journals, several of which have received best-article awards.He has been Chairman of the College of Marketing of the Institute of Management Sciences, Director of the American Marketing Association, Trustee of the Marketing Science Institute, Director of the MAC Group, former member of the Yankelovich Advisory Board, and member of the Copernicus Advisory Board. He has been a member of the Board of Governors of the School of the Art Institute of Chicago and a member of the Advisory Board of the Drucker Foundation.

Preface
Acknowledgments
Reaching the Elusive Fan
The Fan Challenge
Sports in Trouble
How Fans Connect
Connecting to the Elusive Fan
Reinventing the Sports Brand
Generating the Sports Brand Transformation
Implementing the Sports Brand Transformation
Communicating the Sports Brand
Surviving in the Sports Fan Marketplace
Sustaining the Fan Connection
Successful Cases of Sports Branding
The Future of Fan Connection
Endnotes
Index

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