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Stakeholder Perceptions of Short-term Marketing Tactics During the Olympics

In: International Handbook on the Economics of Mega Sporting Events

Author

Listed:
  • Rick Burton
  • Norm O’Reilly
  • Benoit Séguin

Abstract

From the Olympics to the World Cup, mega sporting events are a source of enjoyment for tens of thousands of people, but can also be a source of intense debate and controversy. This insightful Handbook addresses a number of central questions, including: How are host cities selected and under what economic conditions? How are these events organized, and how is local resistance overcome? Based on historical and empirical experience, what are the pitfalls for the organizers of these events? What are the potential economic benefits, including any international image effects? How can the costs be minimized and the benefits maximized for host cities and countries? How do these mega events impact the challenges of globalization and what is their environmental legacy?

Suggested Citation

  • Rick Burton & Norm O’Reilly & Benoit Séguin, 2012. "Stakeholder Perceptions of Short-term Marketing Tactics During the Olympics," Chapters, in: Wolfgang Maennig & Andrew Zimbalist (ed.), International Handbook on the Economics of Mega Sporting Events, chapter 9, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:14313_9
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    Economics and Finance;

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