オリンピックに見るブランド再生 Olympic Turnaround : How the Olympic Games Stepped Back from the Brink of Extinction to Become the World's Best Known Brand

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オリンピックに見るブランド再生<br>Olympic Turnaround : How the Olympic Games Stepped Back from the Brink of Extinction to Become the World's Best Known Brand

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オリンピックに見るブランド再生
Olympic Turnaround : How the Olympic Games Stepped Back from the Brink of Extinction to Become the World's Best Known Brand

Payne, Michael

ウェブストア価格 ¥11,460（本体¥10,419）
Praeger Publishers Inc（2006/01発売）
外貨定価 US$ 55.00
ポイント 104pt

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製本 Hardcover:ハードカバー版／ページ数 368 p.
言語 ENG
商品コード 9780275990305
DDC分類 796.48

Full Description

Higher, faster, stronger... The Olympic motto conjures images of heroes whose achievements transcended their athletic prowess, but also of tragedy and disgrace. By 1980, the modern Olympic movement was gasping for breath, bankrupt financially, politically, and culturally. But under the leadership of Juan Antonio Samaranch, and, subsequently, Jacques Rogge, the Olympics began a journey back from the brink. Michael Payne, who served as the International Olympic Committee's top marketer for over twenty years, offers unprecedented access to the people and negotiations behind one of the most dramatic turnarounds in business or sports history. Through a multi-pronged strategy, the IOC managed to secure lucrative broadcasting commitments, entice well-heeled corporate sponsors, and parlay the symbolism of the Olympics into a brand for which cities around the world are willing to invest billions of dollars. Packed with previously untold stories from the high-octane world where business, sports, politics, and media meet, Olympic Turnaround is a remarkable tale of organizational renewal and a fascinating glimpse behind the curtain of the world's most iconic brand.

The 2008 Games in Beijing, for example, are expected to involve over 10,000 athletes from 200 countries, draw 20,000 media representatives, and generate over $4 billion in sponsorships and broadcasting rights. Packed with previously untold stories from the high-octane world where business, sports, politics, and media meet, Olympic Turnaround is a remarkable tale of organizational renewal and a fascinating glimpse behind the curtain of the world's most iconic brand.

Foreword by Sir Martin Sorrell
Preface
Olympic Winter and Summer Games
Rings Side Seat
Scorpion Wars
Shock and Awe
The Shoemaker's Vision
Beyond a Brand
Beating the Ambushers
Operation Perfect Hosts
Making IT Happen
To the Brink and Back
Coming Home
The Future of the Rings
Appendix: The Rings and the Small Screen
Index