Olympic Games Effect: How Sports Marketing Build Strong Brand.奥运效应：如何通过体育营销建立强势品牌 115盘 下载 pdf txt 电子版 mobi snb docx

The Olympics are the quintessential athletic competition. But beyond athletics lies a network of investment, organization, and case studies in leadership. For sponsors, a key byproduct of these networks is a strong brand halo--the focus of John Davis' interesting new book. Davis brings a keen academic and business eye to the brand halo associated with the competition. And this book will be an important resource and practical guide for firms in evaluating Olympic sponsorship.

Glenn Hubbard

Dean and Russell L. Carson Professor of Finance and Economics

Columbia Business School

John Davis' new book provides a treasure of information to guide companies as they evaluate marketing in sports in general and the Olympics in particular. Highly constructive checklists throughout the book will help companies evaluate the potential of their sponsorship investments. And the coverage of the lows as wells as the highs of Olympic-related marketing reinforces the realism and credibility of this well-written book.

George Foster

Paul L. and Phyllis Wattis Professor of Management

Director of the Executive Program for Growing Companies

Stanford University Graduate School of Business

Interweaving history and economics with vignettes of heroes ancient and modern, John Davis illustrates how the Olympic Games have become the premier "heritage brand" in the era of experiential marketing. Differentiating and managing brands are perennial priorities for Marketing Science Institute's corporate sponsors. Davis details why so many have chosen to be major Olympic sponsors. Importantly, he provides a comprehensive checklist of questions to help other companies explore the potential and pitfalls of such sponsorships.

Earl L. Taylor, PhD

Chief Marketing Officer

Marketing Science Institute

This book is worth its weight in gold medals. Learn how Coca-Cola, Visa and other great companies took wing and flew to even greater success on the high power updraft of the Olympics. A must-read for any company wanting to become a top global brand.

Rod Beckstrom

Co-author, The Starfish and the Spider: The Unstoppable Power of Leaderless Organizations

John Davis' book brings to life the history and intricacies of the Olympic Games, and illustrates the best practices of sports marketing and sports sponsorship that are relevant in today's dynamic sports scene. This book deserves to be widely read.

Oon Jin Teik

Chief Executive Officer, Singapore Sports Council

Singapore Olympian, 23rd Olympic Games, 1984 Los Angeles, USA

Acknowledgments

Introduction

Section I: 2,700 years of Olympic Tradition, 100 Years of Olympic Marketing

Chapter 1: The Olympic Dream

Chapter 2: How the Olympics Make Us Feel

Chapter 3: The Ever-Changing Olympics

Chapter 4: The Sports and Politics Cocktail—Drinking from the Olympic Fire hose

Chapter 5: Section I: Sponsorship Preparation Questions

Section II: When Things Go Well…

Chapter 6: Global stage

Chapter 7: Olympic Halo Effect: Long-Term and Short-Term

Chapter 8: David vs Goliath – Those Delightful Surprises

Chapter 9: Section II: Sponsorship Preparation Questions

Section III: When Things Go Wrong…

Chapter 10: Marketing Challenges

Chapter 11: Section III: Sponsorship Preparation Questions

Section IV: Winning Marketing Gold: Work Like Crazy

Chapter 12: Sponsorship

Chapter 13: Section IV: Sponsorship Preparation Questions

Section V: Training for Olympic Marketing Victory

Chapter 14: Customers

Chapter 15: Creative Execution

Chapter 16: Marketing Communications

Chapter 17: Is Your Company in Shape for Olympics Marketing?

Chapter 18: Key Lessons from 100 Years of Olympic Marketing

Chapter 19: Section V: Sponsorship Preparation Questions

Endnotes and Credits

Index

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作者简介：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.