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  1. Olympic Marketing

    By Alain Ferrand, Jean-Loup Chappelet, Benoit Seguin

    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...

    Published April 30th 2012 by Routledge

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