The Olympic Games Effect: How Sports Marketing Builds Strong Brands

• Main Author: DAVIS, John
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2008
• Subjects: 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
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/1269; https://worldcat.org/isbn/9789810230784
• Institution: Singapore Management University

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...