Book description
Marketing at the Olympics, the attraction and the rewards
Essential reading in preparation for the 2012 London Olympics, the
newly revised and fully updated second edition of The Olympic Games
Effect offers fascinating sports marketing and branding insights
into the promotion of the Games themselves, and their unique
attraction for corporations in particular.
The important lessons of past Olympics will be used to show a hundred
year-plus tradition based on a several thousand year old testament to
the love of sports and competition, revealing how, in recent years,
this has evolved into a seductively attractive vehicle for a wide
range of audiences, from consumers to corporations.
- Loaded with historical information on the Olympics, the book
traces the history of the Olympics back to 776 BC. This legacy is
vital to the ongoing success of the Olympics, and is at the heart of
why brands care so much
- Packed with illustrations that illustrate how the Games have
become arguably the world's most successful sports event and the
marketing opportunities this has led to
- Includes relevant business strategies and recommendations to help
companies understand how to make more effective sports sponsorship decisions
This timely new edition of The Olympic Games Effect shows the
value contributed by sponsoring the world's premier sporting event,
and explains how, by extension, other global sports events have the
potential to generate similarly impressive results for their sponsors.
John A. Davis
, author of
Measuring Marketing
,
Magic Numbers for Sales Management
, and
Magic Numbers for Consumer Marketing
, is a Practice Associate Professor of Marketing at Singapore Management
University (SMU), where he received SMU's top teaching honors, “Most
Inspiring Teacher Award” in 2007 and the Dean's Honors 2005 and 2006. He
is also Director of SMU's Center for Marketing Excellence. John
regularly consults with leading global companies and is a sought-after
speaker at select conferences including:
YPOs
,
American Marketing Association
,
Global Brand Forum
, and the
Entrepreneurs Organization (EO)
. He has founded two award-winning companies and has led marketing teams
at Nike, Informix and Transamerica. He earned his MBA from Columbia
University and his BA from Stanford University.
John and his
family-wife Barbara and children Katie, Chris and Bridget-live in
Singapore (although Katie is embarking on a grand adventure in
Africa). Their dog Grinner, a Jack Russell Terrier/alien life form mix
(there is no other way to explain her sometimes inexplicable
behavior), is an Olympic-champion in her own right-she leads the world
in her fear of lightning storms.
