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0 reviewsThe Olympic Games are one of the largest sporting spectacles in the world. More countries participate than are recognised by the United Nations. This book examines why companies vie to be an Olympic sponsor and the tangible and intangible returns they reap for their investment.
Abstract: Deals with marketing at the Olympics, the attraction and the rewards. Useful in preparing for the 2012 London Olympics, this edition offers sports marketing and branding insights into the promotion of the Games themselves, and their unique attraction for corporations in particular. It also traces the history of the Olympics back to 776 BC.�
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