The Olympics are the quintessential athletic competition. But beyond athletics lies a network of investment, organization, and case studies in leadership. For sponsors, a key byproduct of these networks is a strong brand halo––the focus of John Davis′ interesting new book. Davis brings a keen academic and business eye to the brand halo associated with the competition. And this book will be an important resource and practical guide for firms in evaluating Olympic sponsorship.
Glenn Hubbard
Dean and Russell L. Carson Professor of Finance and Economics
Columbia Business School
John Davis′ new book provides a treasure of information to guide companies as they evaluate marketing in sports in general and the Olympics in particular. Highly constructive checklists throughout the book will help companies evaluate the potential of their sponsorship investments. And the coverage of the lows as wells as the highs of Olympic–related marketing reinforces the realism and credibility of this well–written book.
George Foster
Paul L. and Phyllis Wattis Professor of Management
Director of the Executive Program for Growing Companies
Stanford University Graduate School of Business
Interweaving history and economics with vignettes of heroes ancient and modern, John Davis illustrates how the Olympic Games have become the premier "heritage brand" in the era of experiential marketing. Differentiating and managing brands are perennial priorities for Marketing Science Institute′s corporate sponsors. Davis details why so many have chosen to be major Olympic sponsors. Importantly, he provides a comprehensive checklist of questions to help other companies explore the potential and pitfalls of such sponsorships.
Earl L. Taylor, PhD
Chief Marketing Officer
Marketing Science Institute
This book is worth its weight in gold medals. Learn how Coca–Cola, Visa and other great companies took wing and flew to even greater success on the high power updraft of the Olympics. A must–read for any company wanting to become a top global brand.
Rod Beckstrom
Co–author, The Starfish and the Spider: The Unstoppable Power of Leaderless Organizations
John Davis′ book brings to life the history and intricacies of the Olympic Games, and illustrates the best practices of sports marketing and sports sponsorship that are relevant in today′s dynamic sports scene. This book deserves to be widely read.
Oon Jin Teik
Chief Executive Officer, Singapore Sports Council
Singapore Olympian, 23rd Olympic Games, 1984 Los Angeles, USA
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读完这本书后,我最大的感受是,它提供了一套全新的“看世界”的滤镜。很多我们习以为常的社会现象,在这本书的分析下,突然间变得清晰可见,像是突然聚焦了一般。它不仅仅是在讲述一个故事,或者阐述一个理论,更像是在教你一种思维方式——一种能够穿透表象、洞察本质的透视眼。书中的最后一部分,关于未来趋势的预测,虽然带着谨慎的学术色彩,但其前瞻性和现实意义是毋庸置疑的。这本书的价值在于它的长尾效应,读完后很长一段时间内,我都会不自觉地用书中的模型去套用现实生活中的各种情境。对于任何一个对复杂系统和人类行为模式感兴趣的人来说,这都是一本不容错过的经典之作。
评分这本书的封面设计简直是视觉的盛宴,那种充满力量感又带着一丝古典韵味的排版,一下子就抓住了我的眼球。我原本以为这会是一本枯燥的学术分析,毕竟“效应”这个词听起来就挺硬核的,但翻开内页后才发现,作者的叙事方式极其流畅自然,完全没有那种教科书式的刻板。开篇部分的场景描写,仿佛直接把我带到了某个历史转折点上的街头巷尾,那种宏大叙事与个体命运交织的笔触,让人忍不住想一口气读完。更让我惊喜的是,它对社会结构变迁的洞察力,作者并没有停留在表面的现象描述,而是深入挖掘了驱动这些变化的深层文化心理和经济动因。读到一半的时候,我甚至停下来,对着书页思考了好久,关于我们当前所处时代的一些基本假设,这本书都提出了相当有力的反驳或新的解读视角。它更像是一部精心打磨的史诗,而非单纯的论著,这种阅读体验是久违的。
评分这本书的理论框架构建得非常扎实,看得出来作者在资料搜集和论证逻辑上花费了巨大的心血。我尤其欣赏作者对“蝴蝶效应”概念的重新界定,它不再是那个简单的气象学比喻,而是被提升到了一个社会动力学的核心工具。书中列举的大量案例分析,每一个都经过了多角度的交叉验证,数据引用也相当权威且前沿。我过去对某个特定历史事件的理解,在这本书的解读下,完全被颠覆了。这不是那种人云亦云的跟风之作,它充满了挑战既有权威的勇气和智慧。尽管有些地方的数学模型推导稍微有点烧脑,但我相信即便是对专业背景不太深的读者,也能通过附带的图表和解释,把握住核心思想。总而言之,这是一部充满智力挑战和思想启发的杰作。
评分从一个纯粹的、追求娱乐性的读者的角度来看,这本书的节奏掌握得太棒了。它就像一部高概念的悬疑片,总是在你以为一切都尘埃落定时,抛出一个更大的谜团。我常常在深夜里被某个章节的结尾勾住,非得读到凌晨两点才肯罢休。作者非常擅长营造一种“等待揭晓”的氛围,即使是关于社会结构稳定性的讨论,也能写得惊心动魄。特别是书中关于“临界点”的描绘,简直就是教科书级别的叙事张力构建。这本书的阅读体验是动态的,它不断地激发你的好奇心,让你主动参与到对信息的筛选和判断中去,而不是被动地接受灌输。这种主动参与感,让阅读过程充满了成就感。
评分我必须得说,作者的语言功底实在是令人佩服。行文间那种微妙的讽刺和对人性的精准捕捉,让原本厚重的议题变得鲜活起来。尤其是在描述某些关键人物的内心挣扎时,那种细腻入微的心理刻画,简直就像是顶级的文学作品。它成功地做到了将严谨的逻辑推理与充满感染力的文学表达完美结合。我特别喜欢作者在论证过程中采用的那些精妙的比喻,它们不仅有效地解释了复杂的理论模型,更提升了阅读的愉悦度。比如,他用一个看似毫不相干的民间传说来类比一个宏大的经济学原理,这种跨界融合的智慧,真的让人拍案叫绝。这本书的结构也处理得非常巧妙,章节之间的过渡衔接得天衣无缝,你几乎感觉不到自己在“阅读”理论,而是在跟随一个导游,深入探索一个复杂迷宫的每一个角落。
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