The Olympic Games

图书标准信息

• 作者 John A. Davis 著
• 出版社 Wiley
• 出版时间 2012-01
• 版次 2
• ISBN 9781118171684
• 定价 302.50元
• 装帧 平装
• 开本 其他
• 纸张 其他
• 页数 256页
• 正文语种 英语

【内容简介】

MarketingattheOlympics,theattractionandtherewardsEssentialreadinginpreparationforthe2012LondonOlympics,thenewlyrevisedandfullyupdatedsecondeditionofTheOlympicGamesEffectoffersfascinatingsportsmarketingandbrandinginsightsintothepromotionoftheGamesthemselves,andtheiruniqueattractionforcorporationsinparticular.TheimportantlessonsofpastOlympicswillbeusedtoshowahundredyear–plustraditionbasedonaseveralthousandyearoldtestamenttotheloveofsportsandcompetition,revealinghow,inrecentyears,thishasevolvedintoaseductivelyattractivevehicleforawiderangeofaudiences,fromconsumerstocorporations.LoadedwithhistoricalinformationontheOlympics,thebooktracesthehistoryoftheOlympicsbackto776BC.ThislegacyisvitaltotheongoingsuccessoftheOlympics,andisattheheartofwhybrandscaresomuchPackedwithillustrationsthatillustratehowtheGameshavebecomearguablytheworld′smostsuccessfulsportseventandthemarketingopportunitiesthishasledtoIncludesrelevantbusinessstrategiesandrecommendationstohelpcompaniesunderstandhowtomakemoreeffectivesportssponsorshipdecisionsThistimelyneweditionofTheOlympicGamesEffectshowsthevaluecontributedbysponsoringtheworld′spremiersportingevent,andexplainshow,byextension,otherglobalsportseventshavethepotentialtogeneratesimilarlyimpressiveresultsfortheirsponsors.

【作者简介】

JohnA.Davisistheauthorofseveralacclaimedmarketingbooks:TheOlympicGamesEffect;CompetitiveSuccess;MeasuringMarketing;MagicNumbersforSalesManagement;andMagicNumbersforConsumerMarketing.HeisamemberofthemarketingfacultyattheLundquistCollegeofBusiness,UniversityofOregon.Previously,hewasDean,GlobalMBAProgram,andProfessorofMarketingatSPJain,withcampusesinSingapore,Dubai,andSydney.In2010,hewastherecipientofthe"BestProfessorinMarketing"honor,awardedbyCMOAsiaandAsia'sBestBusinessSchoolAwards.BeforeSPJain,hewasDepartmentChairandProfessorofMarketingatEmersonCollege,andProfessorofMarketingPracticeatSingaporeManagementUniversity,wherehereceivedthe"MostInspiringTeacher"awardandDean'sTeachingHonors.Johnregularlyconsultswithleadingglobalcompaniesandisasought-afterconferencespeaker,including:TEDx,YPOs,GlobalBrandForum,WorldKnowledgeForum,AmericanMarketingAssociation,theLausanneSportsManagementConference,andEntrepreneur'sOrganization.Hehasfoundedtwoaward-winningcompaniesandhasledmarketingteamsatNike,Informix,andTransamerica.HereceivedhisMBAfromColumbiaUniversityandhisBAfromStanfordUniversity.Johnandhiswife,Barb,havethreeterrificchildren,Katie,Chris,andBridget.Theyalsohavetwodogs,MiloandGrinner,andtwocats,SpikeandZola.Grinnerthinkssherulestheworld,andtheotherfamilypetssupportthisdelusion.

【目录】

\"JohnDavis'book,TheOlympicGamesEffect,madeakeycontributiontounderstandingtheeconomicsoftheOlympics,marketingoftheOlympics,andtheOlympicGamesasabrand.Thesecondeditionofthisimportantandreadablevolumeoffersnewcasestudiesandinsightsonsocialmedia.Itshouldberequiredreadingforcorporatemarketerstiedtosport."--GlennHubbard,DeanandRussellL.CarsonProfessorofFinanceandEconomics,ColumbiaBusinessSchool"Olympicmarketingisfundamentallydifferentfromwhatistaughtintraditionalmarketingtexts,whichiswhythisbookissuchawelcomeadditiontomarketingknowledge.ThiseditioncontainsupdateswithnewobservationsfromtheBeijingandVancouverOlympics.Itexploresthesignificanceofthelatestshiftsinmarketingderivedfromsuchtrendsastheriseinsocialmedia."--LynnKahle,GiustinaProfessorandHead,Dept.ofMarketing,LundquistCollegeofBusiness,UniversityofOregon"ThesponsorshipoftheOlympicshasbeenacriticalpartofthemarketingsuccessofmanyglobalcompaniesincludingSamsung.AsSouthKoreapreparesforthe2018PyeongChangWinterOlympicsSamsungandscoresofpotentialsponsorswillbedebatingtherightstrategyonhowtoleveragethoseGamestohelpcommunicatetheirbrands.WorrynomoreasJohnDavis'TheOlympicGamesEffectwillbecomethekey'goto'resourceforthesecompanies."--DaeRyunChang,ProfessorofMarketing,YonseiUniversity"AsafellowInternationalOlympicAcademyfacultymemberandprofessorofsportmanagement,IcanwritethatJohnDavis'bookshouldstandasarequiredcompanionpiecetoDickPound'sInsidetheOlympicsinhelpingaverywidepopulationgrasptheOlympicGames'magnitudeandglobalimportance.TheOlympicGamesEffectiswellwritten,thoroughlyresearched,andgreatlyaddstothecanonofOlympicliterature.Itisheroic,likeatrueOlympian,initscommitmentandachievement."--RickBurton,DavidB.FalkProfessorofSportManagementatSyracuseUniversityandauthorofthehistoricalthrillerTheDarkestMission"JustfollowJohnDavisintothefascinatingworldoftheOlympicGamesandtheenormouspotentialstheyofferasapowerfulglobalbrand.LearnmoreabouttheopportunitiesandrisksofOlympicsponsorshipandhowthepureideaandimageoftheOlympicGamescreatevalueforeveryoneinvolved."--ProfessorDr.AntonMeyer,HeadofMarketingDepartment,MunichSchoolofManagement,LMU