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The Olympic Games effect : how sports marketing builds strong brands

Author: John Davis
Publisher: Hoboken, N.J. : Wiley, 2012.
Edition/Format:   Book : English : 2nd edView all editions and formats
Database:WorldCat
Summary:
Annotation

The Olympic Games are one of the largest sporting spectacles in the world. More countries participate than are recognised by the United Nations. This book examines why companies vie to be an Olympic sponsor and the tangible and intangible returns they reap for their investment.

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Document Type: Book
All Authors / Contributors: John Davis
ISBN: 9781118171684 1118171683
OCLC Number: 757931441
Notes: Previous ed.: 2008.
Description: xviii, 398 p. : ill. ; 23 cm.
Contents: The Olympic dream --
The Olympic experience --
The Olypmic dynamics --
The Olympic host cities --
The Olympic stage --
The Olympic halo --
The Olympic spirit --
Section II sponsorship preparation questions --
The Olympic challenges --
Section III sponsorship preparation questions --
The Olympic opportunity --
The Olympic sponsor case brief : Acer --
The Olympic sponsor case brief : Samsung --
The Olympic sponsor case study : Coca-Cola --
The Olympic sponsor case study : Visa --
Section IV Sponsorship preparation questions --
The Olympic fans --
The Olympic creative exectuion --
The Olympic marketing communications --
The Olympic sponsorship checklist --
The Olympic sponsorship lessons --
Section V Sponsorship preparation questions.
Responsibility: John A. Davis.

Abstract:

Deals with marketing at the Olympics, the attraction and the rewards. Useful in preparing for the 2012 London Olympics, this edition offers sports marketing and branding insights into the promotion  Read more...

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"John Davis' book, The Olympic Games Effect , made a key contribution to understanding the economics of the Olympics, marketing of the Olympics, and the Olympic Games as a brand. The second edition Read more...

 
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