The Olympic Games effect how sports marketing builds strong brands 2nd Edition by John A Davis ISBN 1118171713 9781118171714

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Product details:

ISBN 10: 1118171713

ISBN 13: 9781118171714 

Author: John A. Davis 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.

Table of contents:

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 Questions

SECTION 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 Checklist

• Chapter 22 The Olympic Sponsorship Lessons

• Chapter 23 Section V Sponsorship Preparation Questions

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Tags: John A Davis, Olympic, Games, Effect, Sports, Marketing, Builds, Strong, Brands