Olympic Marketing

by Ferrand, Alain

Routledge | May 1, 2013 | Kobo Edition (eBook) |

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The driving force behind the rise of the modern Olympics has been the Olympic marketing programme, which has acted as a catalyst for cooperation between stakeholders and driven the promotion, financial security and stability of the Olympic movement. This book is the first to explain the principles of Olympic marketing and to demonstrate how they can be applied successfully in all other areas of sports marketing and management. The book outlines a strategic and operational framework based on three types of co-productive relationships (market, network and informal) and explains how this framework can guide professional marketing practice. Containing case studies, summaries, insight boxes and examples of best practice in every chapter, this book is important reading for all students and practitioners working in sports marketing, sports management or Olympic studies.

Format: Kobo Edition (eBook)

Published: May 1, 2013

Publisher: Routledge

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 113647689X

ISBN - 13: 9781136476891

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– More About This Product –

Olympic Marketing

by Ferrand, Alain

Format: Kobo Edition (eBook)

Published: May 1, 2013

Publisher: Routledge

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 113647689X

ISBN - 13: 9781136476891

From the Publisher

The driving force behind the rise of the modern Olympics has been the Olympic marketing programme, which has acted as a catalyst for cooperation between stakeholders and driven the promotion, financial security and stability of the Olympic movement. This book is the first to explain the principles of Olympic marketing and to demonstrate how they can be applied successfully in all other areas of sports marketing and management. The book outlines a strategic and operational framework based on three types of co-productive relationships (market, network and informal) and explains how this framework can guide professional marketing practice. Containing case studies, summaries, insight boxes and examples of best practice in every chapter, this book is important reading for all students and practitioners working in sports marketing, sports management or Olympic studies.

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