Olympic Turnaround - How the Olympic Games Stepped Back from the Brink of Extinction to Become the Worlds Best Known Brand Payne MichaelPevná vazba
Olympic Turnaround - How the Olympic Games Stepped Back from the Brink of Extinction to Become the Worlds Best Known Brand Payne MichaelPevná vazba Higher, faster, stronger... By 1980, the modern…
Specifikacia Olympic Turnaround - How the Olympic Games Stepped Back from the Brink of Extinction to Become the Worlds Best Known Brand Payne MichaelPevná vazba
Olympic Turnaround - How the Olympic Games Stepped Back from the Brink of Extinction to Become the Worlds Best Known Brand Payne MichaelPevná vazba
Higher, faster, stronger... By 1980, the modern Olympic movement was gasping for breath, bankrupt financially, politically, and culturally. The Olympic motto conjures images of heroes whose achievements transcended their athletic prowess, but also of tragedy and disgrace.
Michael Payne, who served as the International Olympic Committee's top marketer for over twenty years, offers unprecedented access to the people and negotiations behind one of the most dramatic turnarounds in business or sports history. But under the leadership of Juan Antonio Samaranch, and, subsequently, Jacques Rogge, the Olympics began a journey back from the brink. Through a multi-pronged strategy, the IOC managed to secure lucrative broadcasting commitments, entice well-heeled corporate sponsors, and parlay the symbolism of the Olympics into a brand for which cities around the world are willing to invest