Marketing at the Olympics, the attraction and the rewards
Essential reading in preparation for the 2012 London Olympics,
the newly revised and fully updated second edition of "The Olympic
Games Effect" offers fascinating sports marketing and branding
insights into the promotion of the Games themselves, and their
unique attraction for corporations in particular.
The important lessons of past Olympics will be used to show a
hundred year-plus tradition based on a several thousand year old
testament to the love of sports and competition, revealing how, in
recent years, this has evolved into a seductively attractive
vehicle for a wide range of audiences, from consumers to
corporations.Loaded with historical information on the Olympics,
the book traces the history of the Olympics back to 776 BC. This
legacy is vital to the ongoing success of the Olympics, and is at
the heart of why brands care so muchPacked with illustrations that
illustrate how the Games have become arguably the world's most
successful sports event and the marketing opportunities this has
led toIncludes relevant business strategies and recommendations to
help companies understand how to make more effective sports
sponsorship decisions
This timely new edition of "The Olympic Games Effect" shows the
value contributed by sponsoring the world's premier sporting event,
and explains how, by extension, other global sports events have the
potential to generate similarly impressive results for their
sponsors.
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