"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
--Al Ries, author, The Origin of Brands
"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