Higher, faster, stronger… The Olympic motto conjures images of
heroes whose achievements transcended their athletic prowess, but
also of tragedy and disgrace. By 1980, the modern Olympic movement
was gasping for breath, bankrupt financially, politically, and
culturally. But under the leadership of Juan Antonio Samaranch,
and, subsequently, Jacques Rogge, the Olympics began a journey back
from the brink. Michael Payne, who served as the International
Olympic Committee's top marketer for over twenty years, offers
unprecedented access to the people and negotiations behind one of
the most dramatic turnarounds in business or sports history.
Through a multi-pronged strategy, the IOC managed to secure
lucrative broadcasting commitments, entice well-heeled corporate
sponsors, and parlay the symbolism of the Olympics into a brand for
which cities around the world are willing to invest billions of
dollars. Packed with previously untold stories from the high-octane
world where business, sports, politics, and media meet, Olympic
Turnaround is a remarkable tale of organizational renewal and a
fascinating glimpse behind the curtain of the world's most iconic
brand. The 2008 Games in Beijing, for example, are expected to
involve over 10,000 athletes from 200 countries, draw 20,000 media
representatives, and generate over $4 billion in sponsorships and
broadcasting rights. Packed with previously untold stories from the
high-octane world where business, sports, politics, and media meet,
Olympic Turnaround is a remarkable tale of organizational renewal
and a fascinating glimpse behind the curtain of the world's most
iconic brand.
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