INDICE: Content Outline Table of Contents Acknowledgements Introduction Section A: 100 Years of Olympic Marketing 1. The Olympic dream a. Pinnacle of sport b. Authenticity 2. How the Olympics make us feel a. The thrill of competition b. Hero worship and Inspiration 3. The sports and politics cocktail: drinking from the Olympic firehouse a. Politics, nationalism, sports b. Olympic bidding 4. The ever-changing Olympics a. Rise of athletes as stars b. New sports and events Section B: When Things Go Well 4. Global stage 5. Olympic halo effect: short-term a. New product launches b. Possible direct sales impact 6. Olympic halo effect: long-term a. Prestige b. Reputation c. Awareness d. Market share e. Positioning 7. David vs. Goliath: Those Delightful Surprises a. The Miracle on Ice team of 1980 b. Eddie the Eagle c. Eric Moussambani d. Jamaican bobsled team e. More Section C: When Things Go Wrong 8. Marketing disasters 9. Jekyll and Hyde: Those Unpleasant Surprises a. Judging scandals: figure skating,gymnastics b. Athlete scandals: Tonya Harding, Ben Wallace, Bode Miller, others c. Political crises d. More, where relevant Section D: Winning Marketing Gold: Work Like Crazy 10. Official sponsorship a. Sponsorship levels b. Costs 11. Unofficial sponsorship a. Ambush marketing b. Costs 12. Customers a. Profileof Olympics audience i. Events attendees ii. Viewing fans iii. Businesses b. What do they want? 13. Creative execution a. Message b. Imagery c. Imagination, relevance and resonance d. Stunning, memorable examples of creativity 14. Marketing communications a. Advertising b. Integrated marketing 15. Traditional marketing a. Corporate identity b. Logos c. Mascots d. Merchandising 16. Non-traditional marketing a. Digital media b. Viral c. Web d. Entertainment SectionE: Training for Olympic Marketing Victory 17. Is your company in shape for Olympics marketing? a. Your company's competitive fitness b. Marketing check-list 18. Key lessons from 100 years of Olympic marketing a. Benefits to Olympic and non-Olympic marketers Bibliography Index
- ISBN: 978-0-470-82366-8
- Editorial: John Wiley & Sons
- Encuadernacion: Rústica
- Páginas: 200
- Fecha Publicación: 19/09/2008
- Nº Volúmenes: 1
- Idioma: Inglés