Olympic Marketing
eBook - ePub

Olympic Marketing

  1. 272 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

Olympic Marketing

Book details
Table of contents
Citations

About This Book

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.

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Yes, you can access Olympic Marketing by Alain Ferrand,Jean-Loup Chappelet,Benoit Seguin in PDF and/or ePUB format, as well as other popular books in Business & International Marketing. We have over one million books available in our catalogue for you to explore.

Information

Publisher
Routledge
Year
2012
ISBN
9781136476884
Edition
1
Topic
Business
Subtopic
International Marketing
Index
Business

Table of contents

  1. Cover
  2. Title
  3. Copyright
  4. Contents
  5. List of Figures
  6. List of Tables
  7. Foreword
  8. Preface
  9. Acknowledgements
  10. Abbreviations
  11. Introduction
  12. 1. The Olympic System
  13. 2. Olympic Properties and their Protection
  14. 3. Olympic Brand Marketing System
  15. 4. Olympic Marketing Model
  16. 5. IOC Marketing
  17. 6. Marketing by Olympic Games Organising Committees
  18. 7. Marketing by National Olympic Committees
  19. 8. Marketing by Olympic Sponsors
  20. 9. Conclusion and Perspectives
  21. References
  22. Index