The Olympic Games Effect: the Value of Sports Marketing in Creating Successful Brands

Description

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.;The Olympic Games Effect: How Sports Marketing Builds Strong Brands; Contents; Acknowledgments; Introduction; Section I: History, Legacy, Tradition; Chapter 1: The Olympic Dream; Chapter 2: The Olympic Experience; Chapter 3: The Olympic Dynamics; Chapter 4: The Olympic Host Cities; Chapter 5: Section I Sponsorship Preparation Questions; Section II: Success and Achievement; Chapter 6: The Olympic Stage; Chapter 7: The Olympic Halo; Chapter 8: The Olympic Spirit; Chapter 9: Section II Sponsorship Preparation Questions; Section III: Controversy and Challenge; Chapter 10: The Olympic Challenges. The Olympic Games Effect: How Sports Marketing Builds Strong Brands Contents Acknowledgments Introduction Section I: History, Legacy, Tradition Chapter 1: The Olympic Dream Chapter 2: The Olympic Experience Chapter 3: The Olympic Dynamics Chapter 4: The Olympic Host Cities Chapter 5: Section I Sponsorship Preparation Questions Section II: Success and Achievement Chapter 6: The Olympic Stage Chapter 7: The Olympic Halo Chapter 8: The Olympic Spirit Chapter 9: Section II Sponsorship Preparation Questions Section III: Controversy and Challenge Chapter 10: The Olympic Challenges. Chapter 11: Section III Sponsorship Preparation QuestionsSection IV: Reputation Development Chapter 12: The Olympic Opportunity Chapter 13: The Olympic Sponsor Case Brief: Acer Chapter 14: The Olympic Sponsor Case Brief: Samsung Chapter 15: The Olympic Sponsor Case Study: Coca-Cola Chapter 16: The Olympic Sponsor Case Study: Visa Chapter 17: Section IV Sponsorship Preparation Questions Section V: Olympic Marketing Victory Chapter 18: The Olympic Fans Chapter 19: The Olympic Creative Execution Chapter 20: The Olympic Marketing Communications. Chapter 21: The Olympic Sponsorship ChecklistChapter 22: The Olympic Sponsorship Lessons Chapter 23: Section V Sponsorship Preparation Questions About the Companion Web Site Notes Index.