The Olympic Games effect : how sports marketing builds strong brands /
Davis, John, 1960 February 17-
The Olympic Games effect : how sports marketing builds strong brands / John A. Davis. - Second edition. - xviii, 398 pages : illustrations ; 23 cm
Previous ed.: 2008.
Includes bibliographical references and index.
Sect. I. 2,700 Years of Olympic Tradition, 100 Years of Olympic Marketing -- Ch. 1. The Olympic Dream -- Ch. 2. How the Olympics Make Us Feel -- Ch. 3. The Ever-Changing Olympics -- Ch. 4. The Sports and Politics Cocktail -- Drinking from the Olympic Fire Hose -- Ch. 5. Section I: Sponsorship Preparation Questions -- Sect. II. When Things Go Well ... -- Ch. 6. The Global Stage -- Ch. 7. Olympic Halo Effect: Long-Term and Short-Term -- Ch. 8. David vs. Goliath -- Those Delightful Surprises -- Ch. 9. Section II: Sponsorship Preparation Questions -- Sect. III. When Things Go Wrong ... -- Ch. 10. Marketing Challenges -- Ch. 11. Section III: Sponsorship Preparation Questions -- Sect. IV. Winning Marketing Gold: Work Like Crazy -- Ch. 12. Sponsorships -- Ch. 13. Section IV: Sponsorship Preparation Questions -- Sect. V. Training for Olympic Marketing Victory -- Ch. 14. Customers -- Ch. 15. Creative Execution -- Ch. 16. Marketing Communications -- Ch. 17. Is Your company in Shape for Olympic Marketing? -- Ch. 18. Key Lessons from 100 Years of Olympic Marketing -- Ch. 19. Section V: Sponsorship Preparation Questions.
1118171683 9781118171684
Olympics--Economic aspects
Branding (Marketing)
GV721.5 / .D38 2012
796.0698
The Olympic Games effect : how sports marketing builds strong brands / John A. Davis. - Second edition. - xviii, 398 pages : illustrations ; 23 cm
Previous ed.: 2008.
Includes bibliographical references and index.
Sect. I. 2,700 Years of Olympic Tradition, 100 Years of Olympic Marketing -- Ch. 1. The Olympic Dream -- Ch. 2. How the Olympics Make Us Feel -- Ch. 3. The Ever-Changing Olympics -- Ch. 4. The Sports and Politics Cocktail -- Drinking from the Olympic Fire Hose -- Ch. 5. Section I: Sponsorship Preparation Questions -- Sect. II. When Things Go Well ... -- Ch. 6. The Global Stage -- Ch. 7. Olympic Halo Effect: Long-Term and Short-Term -- Ch. 8. David vs. Goliath -- Those Delightful Surprises -- Ch. 9. Section II: Sponsorship Preparation Questions -- Sect. III. When Things Go Wrong ... -- Ch. 10. Marketing Challenges -- Ch. 11. Section III: Sponsorship Preparation Questions -- Sect. IV. Winning Marketing Gold: Work Like Crazy -- Ch. 12. Sponsorships -- Ch. 13. Section IV: Sponsorship Preparation Questions -- Sect. V. Training for Olympic Marketing Victory -- Ch. 14. Customers -- Ch. 15. Creative Execution -- Ch. 16. Marketing Communications -- Ch. 17. Is Your company in Shape for Olympic Marketing? -- Ch. 18. Key Lessons from 100 Years of Olympic Marketing -- Ch. 19. Section V: Sponsorship Preparation Questions.
1118171683 9781118171684
Olympics--Economic aspects
Branding (Marketing)
GV721.5 / .D38 2012
796.0698