Olympic turnaround

How the Olympic games stepped back from the brink of extinction to become the world's best known brand - and a multi-billion dollar franchise

Nonfiction, Sports, Olympics
Cover of the book Olympic turnaround by Michael Payne, Infinite Ideas
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Author: Michael Payne ISBN: 9781908474377
Publisher: Infinite Ideas Publication: March 23, 2012
Imprint: Language: English
Author: Michael Payne
ISBN: 9781908474377
Publisher: Infinite Ideas
Publication: March 23, 2012
Imprint:
Language: English
The story of the Olympic Games contains some remarkable business lessons. It is the story of how the nearly-bankrupt Olympic movement edged away from the abyss through visionary, and sometimes hard-headed leadership and the creation of a unique corporate marketing platform. Olympic Turnaround tells for the first time how the future of one of the worlds iconic institutions was secured. It is the story of a fine balancing act as an amateur organization struggled with and eventually embraced the business world. But it did so on its own terms, maintaining its identity, not compromising its core values and, in the process, establishing many of the ground rules of todays sports marketing industry. Olympic Turnaround is also the story of the broadcast industrys love affair with sport. It charts how companies began to understand the power of sport as a marketing and promotional tool. It is also a cautionary tale of success and failure about how some nations learned to embrace the potential of hosting the world, while others, because of short-sighted political agendas, failed to see the opportunity. Packed with previously untold stories and case studies, this is the commercial story of the worlds most valuable and important franchise, the largest event in the world, the Olympic Games.
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
The story of the Olympic Games contains some remarkable business lessons. It is the story of how the nearly-bankrupt Olympic movement edged away from the abyss through visionary, and sometimes hard-headed leadership and the creation of a unique corporate marketing platform. Olympic Turnaround tells for the first time how the future of one of the worlds iconic institutions was secured. It is the story of a fine balancing act as an amateur organization struggled with and eventually embraced the business world. But it did so on its own terms, maintaining its identity, not compromising its core values and, in the process, establishing many of the ground rules of todays sports marketing industry. Olympic Turnaround is also the story of the broadcast industrys love affair with sport. It charts how companies began to understand the power of sport as a marketing and promotional tool. It is also a cautionary tale of success and failure about how some nations learned to embrace the potential of hosting the world, while others, because of short-sighted political agendas, failed to see the opportunity. Packed with previously untold stories and case studies, this is the commercial story of the worlds most valuable and important franchise, the largest event in the world, the Olympic Games.

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