Book Review of the Olympic Games Effect
XIBIN YANG OCT 08, 2012
Book Review: The Olympic Games Effect MKT-231
Book Review: The Olympic Games Effect
The book: The Olympic Games Effect wrote by John A. Davis, is mainly discussing about the sport market, especially the Olympic market. The book made a key contribution to learning the economics of the Olympics, marketing of the Olympics. It is really help marketers to understand how brands promote in such a huge event. The author explains his idea in five different sections: the first, History, Legacy, Tradition; the second, Success and Achievement; the third, Controversy and Challenge; the forth, Reputation Development; and the fifth, Olympic Marketing Victory. In different aspect, he analysis how the big brand - the Olympic effect our lives, how it attracts such a numbers of athletes, media workers, audiences, TV viewers and so much companies put their money into the event to sponsor it. I summarize several important points from this book which I will list as follows.
Section 1: History, Legacy, Tradition This part explains why the Olympic is the special one, the phenomenon. Because the Olympic Games is more than a sports event, it is comes from the ancient Greek, it is a wonderful legacy that our ancestor left to us, it is all about tradition, human spirit, competition, just like it’s motto: Faster, Higher, Stronger. It represents the basic human good from inward. The slogan of London 2012 Olympics is Inspire a Generation, the slogan of Beijing 2008 Olympics is One World, One Dream. We can catch the idea from these slogans, it is not just an athletic competition, and it is greater than that. People inspired from our ancestor, by those heroes, myths, legends in the history in history of this game.
Once a company becomes a sponsor of the Olympic Games, it will be a good fit for the company’s core value, is there some other way
Book Review: The Olympic Games Effect MKT-231
Book Review: The Olympic Games Effect
The book: The Olympic Games Effect wrote by John A. Davis, is mainly discussing about the sport market, especially the Olympic market. The book made a key contribution to learning the economics of the Olympics, marketing of the Olympics. It is really help marketers to understand how brands promote in such a huge event. The author explains his idea in five different sections: the first, History, Legacy, Tradition; the second, Success and Achievement; the third, Controversy and Challenge; the forth, Reputation Development; and the fifth, Olympic Marketing Victory. In different aspect, he analysis how the big brand - the Olympic effect our lives, how it attracts such a numbers of athletes, media workers, audiences, TV viewers and so much companies put their money into the event to sponsor it. I summarize several important points from this book which I will list as follows.
Section 1: History, Legacy, Tradition This part explains why the Olympic is the special one, the phenomenon. Because the Olympic Games is more than a sports event, it is comes from the ancient Greek, it is a wonderful legacy that our ancestor left to us, it is all about tradition, human spirit, competition, just like it’s motto: Faster, Higher, Stronger. It represents the basic human good from inward. The slogan of London 2012 Olympics is Inspire a Generation, the slogan of Beijing 2008 Olympics is One World, One Dream. We can catch the idea from these slogans, it is not just an athletic competition, and it is greater than that. People inspired from our ancestor, by those heroes, myths, legends in the history in history of this game.
Once a company becomes a sponsor of the Olympic Games, it will be a good fit for the company’s core value, is there some other way