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The Elusive Fan
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Table of Contents

PART ONE: Reaching the Elusive Fan 1.The Fan Challenge 2. Sports in Trouble 3. How Fans Connect PART TWO: Connecting to the Elusive Fan 4. Reinventing the Sports Brand 5. Generating the Sports Brand Transformation 6. Implementing the Sports Brand Transformation 7. Communicating the Sports Brand PART THREE: Surviving in the Sports Fan Marketplace 8.Sustaining the Fan Connection 9. Successful Cases in Sports Branding 10.The Future of Fan Connection

About the Author

Irving Rein, Ph.D. is a Professor of Communication Studies at Northwestern University's School of Communication. The author of 12 books, including High Visibility, a groundbreaking study of image making, Rein 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 is the author of 35 books, including Marketing Management, the most widely used marketing book in graduate business schools worldwide. He has been a consultant to IBM, General Electric, AT&T, Bank of America, Merck, Motorola, Ford, and other global corporations and places. Ben Shields has done consulting work for a number of organizations on communication issues. His expertise is in sports and technology, and he is currently a doctoral student in communication studies at Northwestern University.

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