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The Olympic Games effect : how sports marketing builds strong brands

著者: John Davis
出版商: Hoboken, N.J. : Wiley, 2012.
版本/格式:   图书 : 英语 : 2nd ed查看所有的版本和格式
数据库:WorldCat
提要:
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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所有的著者/提供者: John Davis
ISBN: 9781118171684 1118171683
OCLC号码: 757931441
注意: Previous ed.: 2008.
描述: xviii, 398 p. : ill. ; 23 cm.
内容: 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.
责任: John A. Davis.

摘要:

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  再读一些...

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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 再读一些...

 
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