PRAISE FOR THE ELUSIVE FAN"Forget cars, computers, and cola. The most competitive arena in marketing is sports. Rein, Kotler, and Shields do a brilliant job in analyzing the issues involved in attracting elusive fans who have many more choices today than they have ever had."-Al Ries, author,The Origin of Brands"The Elusive Fanis the most thorough and comprehensive overview of the sports marketing industry I have seen. The insights and recommendations are a must read for anyone involved or interested in the field."-Brian Billick, Head Coach, Baltimore Ravens"The authors apply insightful consumer analysis and branding concepts to the practical problems of bringing people to games, attracting eyeballs to sports TV, and opening consumer wallets for merchandise."-Professor Stephen A. Greyser, Richard P. Chapman Professor, Marketing/Communications, Harvard Business School"The Elusive Fanis a must read for anyone interested in sports marketing strategies-and the 21st century world of sports in general."-Bob Dekas, Coordinating Producer-College Basketball, CBS Sports"Authors Rein, Kotler, and Shields have hit a home run.The Elusive Fanoffers a detailed playbook for sports decision makers looking to up their game."-Jonathan Hoenig, Fox News personality and portfolio manager at Capitalistpig Hedge Fund LLC"The Elusive Fanis an essential primer for the past, present, and, most importantly, future of sports."-Jeff Davis, author ofPapa Bear: The Life and Legacy of George HalasBen Shields is the author of 'The Elusive Fan: Reinventing Sports in a Crowded Marketplace', published 2006 under ISBN 9780071454094 and ISBN 0071454098.