The Olympic Games Effect: How Sports Marketing Builds Strong Brands

• المؤلف الرئيسي: DAVIS, John
• التنسيق: text
• اللغة: English
• منشور في: Institutional Knowledge at Singapore Management University 2008
• الموضوعات: Olympics; Olympic Games; sports marketing; brands; branding; leadership; marketing strategy; marketing communications; broadcast; customer segmentation/targeting/positioning; ancient greeks; modern olympics; host cities; corporate sponsors; Marketing
• الوصول للمادة أونلاين: https://ink.library.smu.edu.sg/lkcsb_research/1269; https://worldcat.org/isbn/9789810230784

The Olympic Games attracts fans from all over the world with a diverse range of interests, from a passionate love of sports, to fervent nationalism, to the thrill of athletic competition. This book explains and examines why companies vie to be Olympic sponsors and the tangible and intangible returns...