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Olympic Turnaround: How the Olympic Games Stepped Back from the Brink of Extinction to Become the World's Best Known Brand de Michael Payne

Olympic Turnaround: How the Olympic Games Stepped Back from the Brink of Extinction to Become the World's Best Known Brand

Autor Michael Payne
en Limba Engleză Hardback – 30 ian 2006

Notăm cu interes că, la începutul anilor '80, Mișcarea Olimpică se afla într-un punct critic, fiind declarată falimentară nu doar financiar, ci și politic sau cultural. Problema concretă pe care o rezolvă Olympic Turnaround este transformarea unei organizații aflate în pragul extincției într-unul dintre cele mai recunoscute și valoroase branduri globale. Descoperim aici o cronică fascinantă a managementului de criză, scrisă chiar de omul care a arhitecturat strategia de marketing a CIO timp de peste două decenii.

Abordarea lui Michael Payne diferă de lucrarea Tarnished Rings de Scott Martyn prin faptul că este mult mai puțin abstractă și mult mai aplicabilă; în timp ce Martyn se concentrează pe analiza academică a scandalurilor, Payne oferă perspectiva practică a negociatorului din prima linie. Remarcăm o progresie logică în cuprinsul cărții, de la primele eforturi de supraviețuire („To the Brink and Back”), până la tactici avansate de protejare a brandului („Beating the Ambushers”) și logistica complexă din spatele transmisiunilor globale.

În contextul operei sale, această lucrare reprezintă pilonul pragmatic, spre deosebire de tonul satiric din Toon In!. Dacă în alte scrieri Payne explorează latura vizuală sau socială a sportului, aici se concentrează strict pe mecanismele economice și de leadership care permit unui eveniment de asemenea magnitudine să genereze venituri de miliarde de dolari. Cititorul va înțelege cum simbolismul olimpic a fost transformat într-un activ comercial fără precedent, oferind un acces fără egal în culisele negocierilor care au definit sportul modern.

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Specificații

ISBN-13: 9780275990305
ISBN-10: 0275990303
Pagini: 366
Ilustrații: 1
Dimensiuni: 156 x 235 x 24 mm
Greutate: 0.72 kg
Editura: Bloomsbury Publishing
Colecția Praeger
Locul publicării:New York, United States

De ce să citești această carte

Recomandăm această carte liderilor de organizații și specialiștilor în marketing care doresc să înțeleagă mecanismele regenerării unui brand aflat în colaps. Veți învăța strategii concrete de negociere pentru drepturi media și metode de combatere a competiției neloiale. Este un studiu de caz esențial despre cum viziunea strategică poate salva o instituție globală, transformând criza într-un succes comercial de proporții istorice.

Despre autor

Michael Payne este o autoritate recunoscută la nivel mondial în managementul sportiv și marketing, servind timp de peste 20 de ani ca director de marketing al Comitetului Olimpic Internațional. Nominalizat de Advertising Age ca unul dintre cei mai influenți oameni de marketing din lume, Payne a fost arhitectul primei strategii globale de marketing pentru Jocurile Olimpice în 1983. Expertiza sa este dublată de o carieră academică și de consultanță la cel mai înalt nivel, fiind consilier special pentru conducerea Formulei 1. Lucrările sale îmbină experiența directă din culisele marilor evenimente cu o analiză profundă a capitalului social și cultural.

Descriere

Higher, faster, stronger. The Olympic motto conjures images of heroes whose achievements transcended their athletic prowess, but also of tragedy and disgrace. By 1980, the modern Olympic movement was gasping for breath, bankrupt financially, politically, and culturally. But under the leadership of Juan Antonio Samaranch, and, subsequently, Jacques Rogge, the Olympics began a journey back from the brink. 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. 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 billions of dollars. Packed with previously untold stories from the high-octane world where business, sports, politics, and media meet, Olympic Turnaround is a remarkable tale of organizational renewal and a fascinating glimpse behind the curtain of the world's most iconic brand.

The 2008 Games in Beijing, for example, are expected to involve over 10,000 athletes from 200 countries, draw 20,000 media representatives, and generate over $4 billion in sponsorships and broadcasting rights. Packed with previously untold stories from the high-octane world where business, sports, politics, and media meet, Olympic Turnaround is a remarkable tale of organizational renewal and a fascinating glimpse behind the curtain of the world's most iconic brand.

Cuprins

Foreword by Sir Martin Sorrell
Preface
Olympic Winter and Summer Games
Rings Side Seat
Scorpion Wars
Shock and Awe
The Shoemaker's Vision
Beyond a Brand
Beating the Ambushers
Operation Perfect Hosts
Making IT Happen
To the Brink and Back
Coming Home
The Future of the Rings
Appendix: The Rings and the Small Screen
Index

Recenzii

Though the Olympic movement grew confidently after its revival by Baron Pierre de Coubertin in 1896, by the 1970s, Payne writes, decay had set in. With terrorist killings at the 1972 Munich Games, huge cost overruns at the 1976 Montreal Games, and successive boycotts at the Montreal, Moscow, and Los Angeles events, many believed that the Olympic movement would soon end. Payne describes how the International Olympic Committee reinvented itself in the 1980s under the leadership of Juan Antonio Samaranch, and how the Olympic Games became the world's best-known brand, attracting billions in advertising and broadcast revenues. He should know. In 1983, he was hired to develop a marketing strategy for the IOC and he served as its marketing director over the course of 15 Olympic Games. This narrative is exceptionally well written, detailed yet clear, well referenced but not cluttered, firsthand but not self-serving. An easy, enjoyable, and often exciting read, it will fascinate anyone interested in the business of communication and advertising and of course anyone who has ever been intrigued by the Olympic Games themselves. Essential. All readers; all levels.
For this interested in the business of the Olympic Games..Michael Payne's book is must reading. The book is in effect a kind of business school case study, albeit a glamorous one, providing intriguing lessons on big stakes negotiations, corporate espionage and a glimpse into the backroom doings of prominent people.
This is the business story of the world's most valuable franchise and the largest event the world: the Olympic Games. Payne served as the International Olympic Committee's top marketer for over twenty years. He here gives readers access to the people, the negotiations and the machinations behind the turnaround of the Olympic franchise, from its nadir in the early 1980s when it was financially, politically, and culturally bankrupt, to its present place of prestige. The stories--many previously untold--of this organizational renewal come from the pit where business, sports, politics and media meet.
Chock-full of backstage Olympic lore, this is the book to read if you'd like a business angle on the decisions of the International Olympic Committee. The source is not entirely objective. Author Michael Payne was the Olympics first marketing director and held high-level posts for twenty years but its a compelling read nonetheless, spiced up with a fine selection of black and white photos..[a] unique perspective on the most famous recurring spectacle in the world.