|Author||Ben Shields, Irving Rein, and Philip Kotler|
This is a good solid book about sports marketing (also applicable, as other reviewers have noted, to entertainment marketing). A couple of the hypotheticals presented are a little hokey, but that's not unusual. On the (mildly) down side, I don't like the Kindle reader on my laptop as well as I do the Nook reader (the latter is considerably easier to navigate and more "book-like"). Cloud Reader is a useful feature, but I prefer Nook's user interface.
The Elusive Fan is more than just another book on sports marketing. It emphasizes the importance of the connection between the brand and its different levels of fans, which is often overlooked in sports marketing textbooks. In addition, it reads very smoothly.