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 Eventful Bodies by Alain Ferrand, Jean-Loup Chappelet, Benoit Seguin
Cover of the book Tapping the Green Market by Alain Ferrand, Jean-Loup Chappelet, Benoit Seguin
Cover of the book Psychotherapeutic Change Through the Group Process by Alain Ferrand, Jean-Loup Chappelet, Benoit Seguin
Cover of the book Michel Foucault by Alain Ferrand, Jean-Loup Chappelet, Benoit Seguin
Cover of the book Urban Design Management by Alain Ferrand, Jean-Loup Chappelet, Benoit Seguin
Cover of the book Death, Society, and Human Experience by Alain Ferrand, Jean-Loup Chappelet, Benoit Seguin
Cover of the book Democracy in Theory and Practice by Alain Ferrand, Jean-Loup Chappelet, Benoit Seguin
Cover of the book Validation in Language Assessment by Alain Ferrand, Jean-Loup Chappelet, Benoit Seguin
Cover of the book Attachment Centered Play Therapy by Alain Ferrand, Jean-Loup Chappelet, Benoit Seguin
Cover of the book Women and Portraits in Early Modern Europe by Alain Ferrand, Jean-Loup Chappelet, Benoit Seguin
Cover of the book Images of Blood in American Cinema by Alain Ferrand, Jean-Loup Chappelet, Benoit Seguin
Cover of the book Problems of Protection by Alain Ferrand, Jean-Loup Chappelet, Benoit Seguin
Cover of the book Planning the Pre-5 Setting by Alain Ferrand, Jean-Loup Chappelet, Benoit Seguin
Cover of the book Online Intercultural Education and Study Abroad by Alain Ferrand, Jean-Loup Chappelet, Benoit Seguin
Cover of the book Gender, Development and Environmental Governance 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