Marketing sports. Olympic chapter. World Cup chapter

Author: Lu Taihong
Publisher:
Publish Date: 2003-08-01
Features: This book is divided into two parts. The first part, "Interpreting Olympic Marketing," attempts to analyze the essence of sports marketing in this globally most important international event by examining the historical evolution of the Olympics. The second part, "Reflections on the 2002 World Cup Marketing in China," takes the newly held Korea-Japan World Cup as the research subject. By comparing China's market behavior and outcomes with international experiences, it draws fresh reflections. It can be seen that the intention and perspective of this book are not only to explore new fields in sports marketing in China but also to learn from Olympic and World Cup marketing to promote the successful hosting of the 2008 Beijing Olympics in China.