Olympic turnaround
Subtitle: how the Olympic Games stepped back from the brink of extinction to become the world's best known brand - and a multi-billion dollar global franchise
By: Michael Payne
Publisher: London Business Press
Published: 2005
Place of publication: Twyford
Language: eng
Number of pages: 332
ISBN-13: 9780955008504
Subjects: Olympics; History
Description: "Michael Payne, who served as the International Olympic Committee's top marketer for over twenty years, offers unprecedented access to the people, the negotiations, and the machinations behind one of the most dramatic and colorful turnarounds in business or sports history. 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 billion of dollars - with the potential for tremendous payoff."--Jacket.
Notes: Includes bibliographical references and index.
Table of contents: title: Rings side seat; title: Scorpion wars; title: Shock and awe; title: The shoemaker's vision; title: Beyond a brand; title: Beating the ambushers; title: Operation perfect hosts; title: Making IT happen; title: To the brink and back; title: Coming home; title: The future of the rings; title: Appendix: The rings and the small screen.