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Full Description
As sport marketing matures, as social technologies advance, and as the Olympic Games cement their position as the largest and most important mega-event in the world, marketers everywhere are increasing their sophistication in using the Olympic platform to achieve their objectives. Indeed, whether official sponsor or ambusher, marketers everywhere are expanding their interest in those few special platformslike the Olympic Gamesthat enable them to reach the masses in very customized ways. The vastly changing importance of the Olympic Games as a global marketing vehicle, combined with the growing knowledge and emerging practical realities around ambush marketing, inspired this team of distinguished scholars and practitioners to write Global Sport Marketing: Sponsorship, Ambush Marketing, and the Olympic Games. The authors' experiences bring a unique and varied perspective to this textbook. Their experiences include positions with international and national sport organizations, the International Olympic Committee, national Olympic committees, international federations, marketing agencies, sponsors of sport, and much more. (Insert Paragraph)Whether you are a student of marketing or a practitioner in the field, this book provides knowledge, context, and tools to help you in your career.
Contents
Chapter 1FoundationsChapter 2: Principles of Global Sport MarketingChapter 3: Applications of Global Sport MarketingChapter 4: Introducing the Global Sport SystemChapter 5: The Market-Based Side of Global SportChapter 6: Leadership and the Olympic GamesChapter 7: Managing National Olympic CommitteesChapter 8: International Sport and the LawChapter 9: Sport Marketing and the LawPart II: SponsorshipChapter 10: Sponsorship as an Element of Marketing StrategyChapter 11: Olympic Sport Sponsorship Sales: An NOC PerspectiveChapter 12: Olympic Sponsorship: 1896 to 1984Chapter 13: Olympic Sponsorship: 1984 to 2014Part III: Ambush MarketingChapter 14: Introducing Ambush MarketingChapter 15: Ambush Marketing: A Research PerspectiveChapter 16: Responding to Ambush MarketingChapter 17: Ambush in Practice: A Significant Marketing Quandary for the Olympic GamesChapter 18: Ambush Marketing Case StudiesChapter 19: Concluding Thoughts and Future TrendsNER(01): GB IE
