Olympic Marketing

Business & Finance, Marketing & Sales, International, Nonfiction, Sports, Olympics
Cover of the book Olympic Marketing by Alain Ferrand, Jean-Loup Chappelet, Benoit Seguin, Taylor and Francis
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Alain Ferrand, Jean-Loup Chappelet, Benoit Seguin ISBN: 9781136476884
Publisher: Taylor and Francis Publication: July 26, 2012
Imprint: Routledge Language: English
Author: Alain Ferrand, Jean-Loup Chappelet, Benoit Seguin
ISBN: 9781136476884
Publisher: Taylor and Francis
Publication: July 26, 2012
Imprint: Routledge
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

More books from Taylor and Francis

Cover of the book Creating Television by Alain Ferrand, Jean-Loup Chappelet, Benoit Seguin
Cover of the book Remote Performances in Nature and Architecture by Alain Ferrand, Jean-Loup Chappelet, Benoit Seguin
Cover of the book British Colonialism and the Criminalization of Homosexuality by Alain Ferrand, Jean-Loup Chappelet, Benoit Seguin
Cover of the book The Lived Experience in Mental Health by Alain Ferrand, Jean-Loup Chappelet, Benoit Seguin
Cover of the book Youth Offending in Transition by Alain Ferrand, Jean-Loup Chappelet, Benoit Seguin
Cover of the book The Routledge Companion to Early Christian Thought by Alain Ferrand, Jean-Loup Chappelet, Benoit Seguin
Cover of the book Victorian Women and the Economies of Travel, Translation and Culture, 1830–1870 by Alain Ferrand, Jean-Loup Chappelet, Benoit Seguin
Cover of the book The Mindfulness-Informed Educator by Alain Ferrand, Jean-Loup Chappelet, Benoit Seguin
Cover of the book Outlaw Culture by Alain Ferrand, Jean-Loup Chappelet, Benoit Seguin
Cover of the book The Faith of Islam by Alain Ferrand, Jean-Loup Chappelet, Benoit Seguin
Cover of the book Renaissance Poetry by Alain Ferrand, Jean-Loup Chappelet, Benoit Seguin
Cover of the book Power, Politics and the Emotions by Alain Ferrand, Jean-Loup Chappelet, Benoit Seguin
Cover of the book Youth, Gender and the Capabilities Approach to Development by Alain Ferrand, Jean-Loup Chappelet, Benoit Seguin
Cover of the book An ABC of Early Childhood Education by Alain Ferrand, Jean-Loup Chappelet, Benoit Seguin
Cover of the book The Almanac of British Politics by Alain Ferrand, Jean-Loup Chappelet, Benoit Seguin
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy