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  • Olympic Marketingby Alain Ferrand; Jean-Loup Chappelet; Benoit Seguin

    Taylor and Francis 2012; US$ 55.95

    The Olympic Games have become the definitive sports event, with an unparalleled global reach and a remarkably diverse constituency of stakeholders, from the IOC and International Federations to athletes, sponsors and fans. It has been estimated, for example, that 3.6 billion people (about half of the world population) watched at least one minute of... more...

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