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Books > Sport & Leisure > Sports & outdoor recreation > Sporting events, tours & organisations > Olympic games
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Olympic Marketing (Hardcover)
Loot Price: R4,730
Discovery Miles 47 300
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Olympic Marketing (Hardcover)
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The Olympic Games have become the definitive sports event, with an
unparalleled global reach and a remarkably diverse constituency of
stakeholders, from the IOC and International Federations to
athletes, sponsors and fans. It has been estimated, for example,
that 3.6 billion people (about half of the world population)
watched at least one minute of the Beijing Games in 2008 on
television. The driving force behind the rise of the modern
Olympics has been the Olympic marketing programme, which has acted
as a catalyst for cooperation between stakeholders and driven the
promotion, financial security and stability of the Olympic
movement. This book is the first to explain the principles of
Olympic marketing and to demonstrate how they can be applied
successfully in all other areas of sports marketing and management.
The book outlines a strategic and operational framework based on
three types of co-productive relationships (market, network and
informal) and explains how this framework can guide professional
marketing practice. Containing case studies, summaries, insight
boxes and examples of best practice in every chapter, this book is
important reading for all students and practitioners working in
sports marketing, sports management or Olympic studies.
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