The Olympic Games Effect: How Sports Marketing Builds Strong Brands 奥运效应

作者 John Davis著
出版社 John Wiley & Sons
出版时间 2008年8月
ISBN 9780470823668
定价 302.50

内容简介

TheOlympicGamesattractfansfromallovertheworldwithadiverserangeofinterests,fromapassionateloveofsports,toferventnationalism,tothethrillofathleticcompetition.ThisbookexplainsandexamineswhycompaniesvietobeOlympicsponsorsandthetangibleandintangiblereturnstheyreapfortheirinvestment.StartingwithabriefhistoryoftheOlympics,fromtheAncientGreekstonow(includinginterestingparallelsbetweentheancientandmoderngames),theauthorthenshowswhyandhowtheOlympicGameshavebecomeoneoftheworld'smostpowerfulbrands,andtheresultingimpactforcompaniesthatareOlympicsponsors.Thebookalsoexamineswhycities,includingBeijingin2008,investbillionsinhostingtheGames.Fromtragedytoastoundingsuccess,theOlympicshavebeenthesourceofsomeofthemostimportantstoriesofourtimes.Readersareprovidedwithaclearunderstandingofthetraditionsthathaveshapedthisuniqueevent,aswellastherisksinvolvedforstakeholders.Throughout,thiscompellingbookoffersinvaluablelessonsforcompaniesconsideringalmostanytypeofsportssponsorshipinvestment.

作者简介

JohnA.Davis,authorofMeasuringMarketing,MagicNumbersforSalesManagement,andMagicNumbersforConsumerMarketing,isaPracticeAssociateProfessorofMarketingatSingaporeManagementUniversity(SMU),wherehereceivedSMU'stopteachinghonors,"MostInspiringTeacherAward"in2007andtheDean'sHonors2005and2006.HeisalsoDirectorofSMU'sCenterforMarketingExcellence.Johnregularlyconsultswithleadingglobalcompaniesandisasought-afterspeakeratselectconferencesincluding:YPOs,AmericanMarketingAssociation,GlobalBrandForum,andtheEntrepreneursOrganization(EO).Hehasfoundedtwoaward-winningcompaniesandhasledmarketingteamsatNike,InformixandTransamerica.HeearnedhisMBAfromColumbiaUniversityandhisBAfromStanfordUniversity.Johnandhisfamily—wifeBarbaraandchildrenKatie,ChrisandBridget—liveinSingapore(althoughKatieisembarkingonagrandadventureinAfrica).TheirdogGrinner,aJackRussellTerrier/alienlifeformmix(thereisnootherwaytoexplainhersometimesinexplicablebehavior),isanOlympic-championinherownright—sheleadstheworldinherfearoflightningstorms.

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