MacRury, I., 2012. Book Review: Michael Payne - Olympic turnaround. International Journal of Advertising, 31 (4), pp. 923-924.
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Olympic tunraround BOOK REVIEW.pdf - Submitted Version
Official URL: http://www.internationaljournalofadvertising.com/C...
In this book review, Iain McRury looks at an account of the "wake-up call" aimed at the International Olympic Committee in the late 20th century to prevent it from becoming ’extinct’, and its subsequent revival as the Olympics became a brand in itself. This is a re-issue of a book first published in 2005, updated with added material from the Beijing Games and some prefatory comments on London. MacRury judges it as timely and a welcome re-issue of a seminal account of the latest phases in Olympic and sports marketing
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