Olympic Marketing - Ferrand, Alain, and Chappelet, Jean-Loup, and Seguin, Benoit
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The Olympic Games have become the definitive sports event, with an unparalleled global reach and a remarkably diverse constituency of stakeholders, from the IOC and International Federations to athletes, sponsors and fans. It has been estimated, for example, that 3.6 billion people (about half of the world population) watched at least one minute of the Beijing Games in 2008 on television. The driving force behind the rise of the modern Olympics has been the Olympic marketing programme, which has acted as a catalyst for ...

Olympic Marketing 2012, Routledge, London

ISBN-13: 9780415587877

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Olympic Marketing 2012, Routledge, London

ISBN-13: 9780415587860

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