The Olympic Games Effect: How Sports Marketing Builds Strong Brands

by John Davis

• ISBN13: 9780470823668
• ISBN10: 0470823666
• Format: Paperback
• Copyright: 2008-12-01
• Publisher: WILEY

Summary

The Olympic Games attracts fans from all over the world with a diverse range of interests, from passionate love of sports and competition, to fervent nationalism, to the thrill born of uncertainty. The Olympic Games brings the world together for 2 weeks every 4 years. This book will examine why companies vie to be an Olympics sponsor and the tangible and intangible returns they reap for their investment.

Author Biography

John A. Davis, author of Measuring Marketing, Magic Numbers for Sales Management, and Magic Numbers for Consumer Marketing, is a Practice Associate Professor of Marketing at Singapore Management University (SMU), where he received SMU’s top teaching honors, “Most Inspiring Teacher Award” in 2007 and the Dean’s Honors 2005 and 2006. He is also Director of SMU’s Center for Marketing Excellence. John regularly consults with leading global companies and is a sought-after speaker at select conferences including: YPOs, American Marketing Association, Global Brand Forum, and the Entrepreneurs Organization (EO). He has founded two award-winning companies and has led marketing teams at Nike, Informix and Transamerica. He earned his MBA from Columbia University and his BA from Stanford University.

John and his family—wife Barbara and children Katie, Chris and Bridget—live in Singapore (although Katie is embarking on a grand adventure in Africa). Their dog Grinner, a Jack Russell Terrier/alien life form mix (there is no other way to explain her sometimes inexplicable behavior), is an Olympic-champion in her own right—she leads the world in her fear of lightning storms.

Table of Contents

Acknowledgments	p. ix
Introduction	p. 1
2,700 Years of Olympic Tradition, 100 Years of Olympic Marketing
The Olympic Dream	p. 13
How the Olympics Make Us Feel	p. 25
The Ever-Changing Olympics	p. 47
The Sports and Politics Cocktail-Drinking from the Olympic Fire Hose	p. 57
Section I: Sponsorship Preparation Questions	p. 93
When Things Go Well...
The Global Stage	p. 101
Olympic Halo Effect: Long-Term and Short-Term	p. 117
David vs. Goliath-Those Delightful Surprises	p. 129
Section II: Sponsorship Preparation Questions	p. 135
When Things Go Wrong...
Marketing Challenges	p. 141
Section III: Sponsorship Preparation Questions	p. 151
Winning Marketing Gold: Work Like Crazy
Sponsorships	p. 155
Section IV: Sponsorship Preparation Questions	p. 255
Training for Olympic Marketing Victory
Customers	p. 261
Creative Execution	p. 277
Marketing Communications	p. 291
Is Your company in Shape for Olympic Marketing?	p. 309
Key Lessons from 100 Years of Olympic Marketing	p. 313
Section V: Sponsorship Preparation Questions	p. 317
Endnotes and Credits	p. 321
Index	p. 339
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