RIOU Library
Olympic Marketing
Guillaume Baudet, Loughborough University, UK:
"This book represents a 'must have' for all Olympic marketing researchers and practitioners because it relies on strong theoretical foundations but also because these specific and up-to-date marketing approaches and orientations are very well applied to practical Olympic cases and recent examples".
It is impossible to overestimate the importance of marketing in sport today. Marketing programmes are also a driving force behind the Olympic Games as they provide financial stability and sustainable growth. The authors of the book describe the fundamental principles of Olympic marketing and show practical uses within different areas of the sports industry. The book also contains case studies and research results.
