Philip Kotler – författare
HBR's 10 Must Reads on Sales (with bonus interview of Andris Zoltners) (HBR's 10 Must Reads)
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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 franchiseProfessional golf phenomenon Michelle Wie's quest to maximize her talents and marketabilitySouthlake Carroll High School football team's benchmarking of professional and college football programs to build its own brandDaytona International Speedway's reinvention of fan intimacyCombining 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.
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Framework for Marketing Management; Interpretive Simulations Access Code Card Group B
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Corporate Social Responsibility
Doing the Most Good for Your Company and Your Cause
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This custom edition is published for Macquarie University.
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Social Marketing for Public Health: Global Trends and Success Stories
Global Trends and Success Stories
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According to Kotler: The World's Foremost Authority on Marketing Answers Your Questions
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Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line
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Building A Customer-Driven Health System
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