The Olympic Games Effect: How Sports Marketing Builds Strong Brands
by John Davis
ISBN No. 9780470823668
No.of pages 360
'The Olympics are the quintessential athletic competition. But beyond athletics lies a network of investment, organization, and case studies in leadership. For sponsors, a key byproduct of these networks is a strong brand halo - the focus of John Davis' interesting new book. Davis brings a keen academic and business eye to the brand halo associated with the competition. And this book will be an important resource and practical guide for firms in evaluating Olympic sponsorship' - Glenn Hubbard Dean and Russell L. Carson Professor of Finance and Economics Columbia Business School. 'John Davis' new book provides a treasure of information to guide companies as they evaluate marketing in sports in general and the Olympics in particular. Highly constructive checklists throughout the book will help companies evaluate the potential of their sponsorship investments. And the coverage of the lows as wells as the highs of Olympic-related marketing reinforces the realism and credibility of this well-written book' - George Foster Paul L. and Phyllis Wattis, Professor of Management Director of the Executive Program for Growing Companies, Stanford University, Graduate School of Business. 'Interweaving history and economics with vignettes of heroes ancient and modern, John Davis illustrates how the Olympic Games have become the premier 'heritage brand' in the era of experiential marketing. Differentiating and managing brands are perennial priorities for Marketing Science Institute's corporate sponsors. Davis details why so many have chosen to be major Olympic sponsors. Importantly, he provides a comprehensive checklist of questions to help other companies explore the potential and pitfalls of such sponsorships' - Earl L. Taylor, PhD Chief Marketing Officer Marketing Science Institute. 'This book is worth its weight in gold medals. Learn how Coca-Cola, Visa and other great companies took wing and flew to even greater success on the high power updraft of the Olympics. A must-read for any company wanting to become a top global brand' - Rod Beckstrom Co-author, "The Starfish and the Spider: The Unstoppable Power of Leaderless Organizations". 'John Davis' book brings to life the history and intricacies of the Olympic Games, and illustrates the best practices of sports marketing and sports sponsorship that are relevant in today's dynamic sports scene. This book deserves to be widely read' - Oon Jin Teik Chief Executive Officer, Singapore Sports Council Singapore Olympian, 23rd Olympic Games, 1984 Los Angeles, USA.
Table of contentsAcknowledgments. Introduction. Section I: 2,700 years of Olympic Tradition, 100 Years of Olympic Marketing. Chapter 1: The Olympic Dream. Chapter 2: How the Olympics Make Us Feel. Chapter 3: The Ever-Changing Olympics. Chapter 4: The Sports and Politics Cocktail-Drinking from the Olympic Fire hose. Chapter 5: Section I: Sponsorship Preparation Questions. Section II: When Things Go Well... Chapter 6: Global stage. Chapter 7: Olympic Halo Effect: Long-Term and Short-Term. Chapter 8: David vs. Goliath - Those Delightful Surprises. Chapter 9: Section II: Sponsorship Preparation Questions. Section III: When Things Go Wrong... . Chapter 10: Marketing Challenges. Chapter 11: Section III: Sponsorship Preparation Questions. Section IV: Winning Marketing Gold: Work Like Crazy. Chapter 12: Sponsorship. Chapter 13: Section IV: Sponsorship Preparation Questions. Section V: Training for Olympic Marketing Victory. Chapter 14: Customers. Chapter 15: Creative Execution. Chapter 16: Marketing Communications. Chapter 17: Is Your Company in Shape for Olympics Marketing? Chapter 18: Key Lessons from 100 Years of Olympic Marketing. Chapter 19: Section V: Sponsorship Preparation Questions. Endnotes and Credits. Index.
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