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Ноябрь 20, 2020 в 13:15 #30429
The Olympic Games Effect
How Sports Marketing Builds Strong Brands
by John A. Davis
- Format: hardcover, 350 pages
- Language: english
- Release date: December 1, 2008
- Publisher: John Wiley & Sons
- ISBN: 9780470823668 (0470823666)
- Author: John A. Davis
About The Book
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.
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.
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.
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
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