Olympic Marketing

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Olympic Marketing

Alain Ferrand,Jean-Loup Chappelet,Benoit Seguin
Olympic Marketing Book PDF

Author : Alain Ferrand,Jean-Loup Chappelet,Benoit Seguin
Publisher : Routledge
Page : 298 pages
File Size : 52,7 Mb
Release : 2012-07-26
Category : Business & Economics
ISBN : 9781136476884

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Olympic Marketing by Alain Ferrand,Jean-Loup Chappelet,Benoit Seguin Pdf

The Olympic Games have become the definitive sports event, with an unparalleled global reach and a remarkably diverse constituency of stakeholders, from the IOC and International Federations to athletes, sponsors and fans. It has been estimated, for example, that 3.6 billion people (about half of the world population) watched at least one minute of the Beijing Games in 2008 on television. The driving force behind the rise of the modern Olympics has been the Olympic marketing programme, which has acted as a catalyst for cooperation between stakeholders and driven the promotion, financial security and stability of the Olympic movement. This book is the first to explain the principles of Olympic marketing and to demonstrate how they can be applied successfully in all other areas of sports marketing and management. The book outlines a strategic and operational framework based on three types of co-productive relationships (market, network and informal) and explains how this framework can guide professional marketing practice. Containing case studies, summaries, insight boxes and examples of best practice in every chapter, this book is important reading for all students and practitioners working in sports marketing, sports management or Olympic studies.

Olympic Marketing

Alain Ferrand,Jean-Loup Chappelet,Benoit Séguin
Olympic Marketing Book PDF

Author : Alain Ferrand,Jean-Loup Chappelet,Benoit Séguin
Publisher : Routledge
Page : 298 pages
File Size : 54,6 Mb
Release : 2012
Category : Business & Economics
ISBN : 9780415587877

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Olympic Marketing by Alain Ferrand,Jean-Loup Chappelet,Benoit Séguin Pdf

The driving force behind the rise of the modern Olympics has been the Olympic marketing programme, which has driven the promotion, financial security and stability of the Olympic movement. This book explains how the principles of Olympic marketing can be applied in other areas of sports marketing and management.

The Olympic Games Effect

John A. Davis
The Olympic Games Effect Book PDF

Author : John A. Davis
Publisher : John Wiley & Sons
Page : 284 pages
File Size : 44,7 Mb
Release : 2012-01-11
Category : Business & Economics
ISBN : 9781118171714

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The Olympic Games Effect by John A. Davis Pdf

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 much Packed with illustrations that illustrate how the Games have become arguably the world's most successful sports event and the marketing opportunities this has led to Includes 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.

The Olympic Games Effect

John Davis
The Olympic Games Effect Book PDF

Author : John Davis
Publisher : John Wiley & Sons
Page : 366 pages
File Size : 42,6 Mb
Release : 2008-12-03
Category : Business & Economics
ISBN : UOM:39015079215326

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The Olympic Games Effect by John Davis Pdf

This book explains and examines why companies vie to be Olympic sponsors and the tangible and intangible returns they reap for their investment.

The Olympic Games Explained

Vassil Girginov,Jim Parry,S. Jim Parry
The Olympic Games Explained Book PDF

Author : Vassil Girginov,Jim Parry,S. Jim Parry
Publisher : Psychology Press
Page : 292 pages
File Size : 42,6 Mb
Release : 2005
Category : Juvenile Nonfiction
ISBN : 0415346045

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The Olympic Games Explained by Vassil Girginov,Jim Parry,S. Jim Parry Pdf

This new student textbook explores the history and meaning of the modern Olympic Games, providing a comprehensive overview of 'Olympism' from the Ancient Greeks origins through to the beginnings of the International Olympic Committee.

Olympic Cities: 2012 and the Remaking of London

Iain MacRury
Olympic Cities 2012 and the Remaking of London Book PDF

Author : Iain MacRury
Publisher : Routledge
Page : 352 pages
File Size : 44,8 Mb
Release : 2017-03-02
Category : Political Science
ISBN : 9781351913966

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Olympic Cities: 2012 and the Remaking of London by Iain MacRury Pdf

Drawing upon historical, cultural, economic and socio-demographic perspectives, this book examines the role of a sporting mega-event in promoting urban regeneration and social renewal. Comparing cities that have or will be hosting the event, it explores the political economy of the games and the changing role of the state in creating post-industrial metropolitan spaces. It evaluates the changing perceptions of the Olympic Games and the role of sport in the global media age in general and assesses the implication of 'mega-event' regeneration policies for local communities and their cultural, social and economic identities, with specific reference to east London and the Thames Gateway.

Sports Marketing

Matthew D. Shank,Mark R. Lyberger
Sports Marketing Book PDF

Author : Matthew D. Shank,Mark R. Lyberger
Publisher : Taylor & Francis
Page : 809 pages
File Size : 45,7 Mb
Release : 2021-11-29
Category : Business & Economics
ISBN : 9780429641336

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Sports Marketing by Matthew D. Shank,Mark R. Lyberger Pdf

Sports Marketing: A Strategic Perspective is the most authoritative, comprehensive, and engaging introduction to sports marketing currently available. It is the only introductory textbook on this subject to adopt a strategic approach, explaining clearly how every element of the marketing process should be designed and managed, from goal-setting and planning to implementation and control. Covering all the key topics in the sports marketing curriculum, including consumer behavior, market research, promotions, products, pricing, sponsorship, business ethics, technology, and e-marketing, the book introduces core theory and concepts, explains best practice, and surveys the rapidly changing international sports business environment. Chapters contain extensive real-world case studies and biographies of key industry figures, and challenging review exercises encourage the reader to reflect critically on their own knowledge and professional practice. Now in a fully revised and updated sixth edition, Sports Marketing: A Strategic Perspective includes expanded coverage of social and digital media, analytics, and ethical issues, as well as a greater number of international articles and examples. In a new feature, successful sports marketers reflect on their careers and how they progressed in the sports marketing industry. It is an essential foundation for any sports marketing or sports business course, and an invaluable reference for any sports marketing practitioner looking to improve their professional practice. A companion website offers additional resources for instructors and students, including an instructor’s guide, test questions, presentation slides, and useful weblinks.

The Olympic Games

Kristine Toohey
The Olympic Games Book PDF

Author : Kristine Toohey
Publisher : CABI
Page : 364 pages
File Size : 53,5 Mb
Release : 2007-11-08
Category : Sports & Recreation
ISBN : 9781845933555

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The Olympic Games by Kristine Toohey Pdf

This 2nd edition of a highly successful book (published in 2000) provides a comprehensive, critical analysis of the Olympic Games using a multi-disciplinary social science approach. This revised edition contains much new data relating to the Sydney 2000 Games and their aftermath; and preparations for Athens 2004 and Beijing 2008 Games. The book is broad-ranging and independent in its coverage, and includes the use of drugs, sex testing, accusations of power abuse among members of the IOC, the Games as a stage for political protest, media-related controversies, economic costs and benefits of the Games and historical conflicts between organizers and host communities.

Global Sport Marketing

Norm O'Reilly,Richard W. Pound,Benoit Séguin,Rick Burton,Michelle K. Brunette
Global Sport Marketing Book PDF

Author : Norm O'Reilly,Richard W. Pound,Benoit Séguin,Rick Burton,Michelle K. Brunette
Publisher : Unknown
Page : 354 pages
File Size : 53,6 Mb
Release : 2015-08-15
Category : Olympics
ISBN : 1935412434

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Global Sport Marketing by Norm O'Reilly,Richard W. Pound,Benoit Séguin,Rick Burton,Michelle K. Brunette Pdf

As sport marketing matures, as social technologies advance, and as the Olympic Games cement their position as the largest and most important mega-event in the world, marketers everywhere are increasing their sophistication in using the Olympic platform to achieve their objectives. Indeed, whether official sponsor or ambusher, marketers everywhere are expanding their interest in those few special platformslike the Olympic Gamesthat enable them to reach the masses in very customized ways. The vastly changing importance of the Olympic Games as a global marketing vehicle, combined with the growing knowledge and emerging practical realities around ambush marketing, inspired this team of distinguished scholars and practitioners to write Global Sport Marketing: Sponsorship, Ambush Marketing, and the Olympic Games. The authors' experiences bring a unique and varied perspective to this textbook. Their experiences include positions with international and national sport organizations, the International Olympic Committee, national Olympic committees, international federations, marketing agencies, sponsors of sport, and much more. (Insert Paragraph)Whether you are a student of marketing or a practitioner in the field, this book provides knowledge, context, and tools to help you in your career.

Olympic Legacies: Intended and Unintended

J A Mangan,Mark Dyreson
Olympic Legacies Intended and Unintended Book PDF

Author : J A Mangan,Mark Dyreson
Publisher : Routledge
Page : 256 pages
File Size : 51,7 Mb
Release : 2013-10-18
Category : Sports & Recreation
ISBN : 9781317966623

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Olympic Legacies: Intended and Unintended by J A Mangan,Mark Dyreson Pdf

For more than a century, the Olympics have been the modern world's most significant sporting event. Indeed, they deserve much credit for globalizing sport beyond the boundaries of the Anglo-American universe, where it originated, into broader global realms. By the 1930s, the Olympics had become a global mega-event that occupied the attention of the media, the interest of the public and the energies of nation-states. Since then, projected by television, funded by global capital and fattened by the desires of nations to garner international prestige, the Olympics have grown to gargantuan dimensions. In the course of its epic history, the Olympics have left numerous legacies, from unforgettable feats to monumental stadiums, from shining triumphs to searing tragedies, from the dazzling debuts on the world's stage of new cities and nations to notorious campaigns of national propaganda. The Olympics represent an essential component of modern global history. The Olympic movement itself has, since the 1990s, recognized and sought to shape its numerous legacies with mixed success as this book makes clear. It offers ground-breaking analyses of the power of Olympic legacies, positive and negative, and surveys the subject from Athens in 1896 to Beijing in 2008, and indeed beyond. This book was published as a special issue of the International Journal of the History of Sport.

The Olympic Winter Games at 100

Heather L. Dichter,Sarah Teetzel
The Olympic Winter Games at 100 Book PDF

Author : Heather L. Dichter,Sarah Teetzel
Publisher : Taylor & Francis
Page : 423 pages
File Size : 47,7 Mb
Release : 2023-12-11
Category : Sports & Recreation
ISBN : 9781003831297

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The Olympic Winter Games at 100 by Heather L. Dichter,Sarah Teetzel Pdf

2024 marks the 100-year anniversary of the winter sports week festival celebrated in Chamonix in 1924, which is now recognized as the first Olympic Winter Games. As a globally watched quadrennial mega-event, the Winter Olympics is unique from both summer sport festivals and other winter festivals, such as the Winter X Games. This book explores the impacts, issues, and legacies of the past century of the Olympic Winter Games. Grounded in sport history, the chapters in this volume draw on the disciplines of cultural history, diplomatic history, global history, environmental history, and media history to analyze the continued allure of the Winter Olympics, a century after its origin, and in light of the sustained and significant problems facing the Olympic movement. Host cities’ efforts to create positive and lasting legacies are analyzed to highlight the challenges and complexities that have plagued the Olympic movement throughout the last century. The Olympic Winter Games at 100 is essential reading for any researcher, advanced student or scholar with an interest in Olympic Studies, sports development, sport policy and history. The chapters in this book were published as two special issues in The International Journal of the History of Sport.

Olympic Laws

Mark James,Guy Osborn
Olympic Laws Book PDF

Author : Mark James,Guy Osborn
Publisher : Taylor & Francis
Page : 108 pages
File Size : 48,7 Mb
Release : 2023-06-28
Category : Law
ISBN : 9781000953145

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Olympic Laws by Mark James,Guy Osborn Pdf

Olympic Laws: Culture, Values, Tensions is the first book to analyse fully the Olympic legal framework and its application to the IOC and the Olympic Games through a socio-legal lens. It opens up a new window into understanding the Olympic Games across recent iterations of the Games and on to future Games. The book begins by defining the parameters of the emergent legal sub-fields of Sports Law, lex Olympica and Olympic Law, through the identification of the sources of these Olympic Laws and their underpinning norms. It then uses a series of case studies to demonstrate how lex Olympica has evolved as a means of defending the Olympic Movement from unwanted legal interventions, how Olympic Law has been created to protect the commercial rights vested in the Games, and how the legacies created by this unique category of law have a lasting impact on host cities and beyond. It concludes with a call that the IOC should recalibrate its relationships with prospective hosts and the participating athletes by requiring specific adherence to the Fundamental Principles of Olympism. This is essential reading for any student or researcher with an interest in Olympic studies, sports law, or socio-legal studies or any practising lawyer or events professional looking to better understand the impact and institutions of mega-events.

Routledge Handbook of the Olympic and Paralympic Games

Dikaia Chatziefstathiou,Borja García,Benoit Séguin
Routledge Handbook of the Olympic and Paralympic Games Book PDF

Author : Dikaia Chatziefstathiou,Borja García,Benoit Séguin
Publisher : Routledge
Page : 562 pages
File Size : 55,7 Mb
Release : 2020-07-12
Category : Computers
ISBN : 9780429802645

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Routledge Handbook of the Olympic and Paralympic Games by Dikaia Chatziefstathiou,Borja García,Benoit Séguin Pdf

This handbook offers an important and timely contribution to the interdisciplinary field of Olympic studies. It brings together for the first time in a single volume a complete analysis of current and future economic, commercial, socio-political, cultural and governance challenges facing both the Olympic and Paralympic Games, their athletes and institutions. The book presents new research and broad surveys exploring pressing debates, challenges and possible solutions surrounding the modern Olympic and Paralympic Games, across diverse socioeconomic and political contexts. Featuring chapters written by leading scholars, athletes and administrators from a range of disciplines and backgrounds, the handbook is divided into four main areas: athletes, business, governance and socio-cultural issues within the Olympic and Paralympic Games. Examining key themes, theories and new emerging issues within the field, the book offers expert insights into every major topic related to the Olympic and Paralympic Games, including doping, integrity, athletes’ rights, culture, nationality, sponsorship, branding, governance, sports policy and law, marketing, social media, technology, e-sports, politics, ethics, international relations, legacy and impact. The only up-to-date handbook to reflect the true breadth and depth of this international field of research, the Routledge Handbook of the Olympic and Paralympic Games is a landmark publication for all students and scholars of sport studies, as well as those working in sport business, media, event management and administration, economics, marketing, management, politics, Olympic studies and cultural studies. It is also an important resource for sport management practitioners and sports officials.

Olympic Turnaround

Michael Payne
Olympic Turnaround Book PDF

Author : Michael Payne
Publisher : Bloomsbury Publishing USA
Page : 366 pages
File Size : 46,7 Mb
Release : 2006-01-30
Category : Business & Economics
ISBN : 9780313080494

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Olympic Turnaround by Michael Payne Pdf

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.

The Youth Olympic Games

Dag Vidar Hanstad,Milena Parent,Barrie Houlihan
The Youth Olympic Games Book PDF

Author : Dag Vidar Hanstad,Milena Parent,Barrie Houlihan
Publisher : Routledge
Page : 267 pages
File Size : 46,5 Mb
Release : 2014-06-05
Category : Sports & Recreation
ISBN : 9781134471409

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The Youth Olympic Games by Dag Vidar Hanstad,Milena Parent,Barrie Houlihan Pdf

The first summer Youth Olympic Games (YOG) were held in Singapore in 2010 and the first winter Youth Olympic Games in Innsbruck in 2012. The IOC hopes that the YOG will encourage young people to be more active and that they will bring the Olympic movement closer to its original founding values. This is the first book to be published on the Youth Olympic Games. It critically examines the origins of the Games and the motives of the Games organisers, as well as the organisation and management of the Games and their wider impact and significance. The first part of the book discusses the relationship between the YOG and the ideology of Olympism, in the context of broader developments in youth sport competitions. The second part investigates a wide range of managerial aspects including the bidding process, finance, the prominent role of young people on the organising committees and as volunteers, the role of media and sponsors, and the distinctive competition structure. The final part of the book assesses the current and likely future impact of the YOG on the host cities and countries, the IOC and on national youth sport policies. The Youth Olympic Games is essential reading for any researcher, advanced student or policy maker with an interest in Olympic Studies, sports development, sport policy, youth sport or event management.