Sample Literature Review

Title Implicit side of the prodigious Games The Past, dumbfound and Future of surpassing Marketing. Summary This dissertation is dedicated to the abridgment of surpassing merchandising as the unexpressed side of prodigious social movement evaluation of past, present and future profiles of Olympic merchandise. interrogation literature survey in that locations a list of seek storys dedicated to commercialisation of sports in general. At the same time, theres apparent deficit of studies, dedicated directly to the problem of Olympic market, referable to the specificity and complexity of the field. Many of them, besides are out-of-date searches.Different aspects of market in Olympics bet depict in various sources. though a problem of Olympic market is addressed in a list of hold ups and articles, none of them provides ultimate analysis of the phenomenon. It could be explained by the rapid changes in Olympic market itself and apparent deficit of research selectiv e information. To exemplify the thesis, one could mention that many studies related to Olympic merchandising appear outdated already before they are published. Most of the papers provide, hence, a pure suppositious analysis of the research field.At the same time there is a certain deficit of quantitative researches. There are practically no research books and articles describing the structure of Olympic marketing, its financial revenues and their distribution, peculiarities of Games staging, profiles of major sponsors, etc. Monographs and multi-authors books Brenda Pitts and David Stotlar (Pitts et al, 1996) collapse sports marketing in their countywide research Fundamentals of Sport Marketing. The require is dedicated to the boilers suit analysis of commerce in sports, its history and modern tendencies.The authors analyze the reasons of sports and marketings rapprochement and evaluate according contributions of business and sports. The researches also arrange differences of sports marketing from the other forms of promotion in diverse spheres, define the closely specific features of sports marketing. The authors focus on several roughly authorized aspects of sports marketing, i. e. development of marketing dodging in sports clarifying the needs and goals of sports organization and evaluation the ways how a sponsor could contribute it capital punishment of comprehensive marketing plans through sponsorship, licensing, ticketing, advertising, etc.The book provides both theoretical and practical data concerning sports marketing. The authors discuss historical aspects of sports marketing, as well as its presence and future, evaluate the general image of sports marketing. Researchers also introduce the fundamentals of marketing inquiry including the basics of segmentation, targeting, and positioning in sport business, etc. Though the book itself is one of the most thorough and all-round analysis of the problem, the paradigm of Olympic marketing is le ss examined in the research.As a result, a reader could only learn the fundamentals of sports marketing in general, eyepatch Olympic marketing has several significant differences. The research of Mulin et al, 2000, is believed to be a groundbreaking text in the field pf sport marketing and management. The primary asset of the book lies in presenting of a new office of sports marketing. The authors didnt just apply the general theory of marketing to sports instead, they developed a new study of sports marketing based on their own experience.The research focuses on a special nature of sports marketing in a orbicular perspective and the reasons of commercialization in sports environment (1) definition of consumers audience and marketing segmentation (2) licensing and pricing strategies of sports marketing (3) specificity of marketing sponsorship (4), etc. The real life examples, besides, make the study super valuable to a critical reader. Mulin et al, 2000, focuses on development a nd management of all-round marketing strategy in sports that includes advertising and promotion, licensing, branding, beam etc.Unfortunately, the study also defines the fundamentals of sports marketing in general, while the paradigm of Olympic marketing re mains completely unexamined. Pelsmacker et al, 2001 examines the field of marketing communication. This comprehensive study covers establishment of marketing relationships between companies and corporate sponsors, development of PR and advertising broadcast, provision of effective marketing management. Though the research doesnt examine the field of sports marketing, the authors provide a fundamental theoretical framework applicable for the further analysis of Olympic marketing.Brad Wise (Wise, 1997) gives an overview of Olympic marketing in his monograph Sports marketing rules of the game and strategies for victory. The author describes the main tendencies of commercialization in sports and analyzes general principles of sport s marketing. Though the book is valuable to general snap of marketing in sports, its contribution in understanding of Olympic marketing is insufficient. Shank, 1999, defines future perspectives of marketing in sports, summarized in his recent book Sports marketing a strategic perspective.The author defines positive and invalidating impacts of marketing relationships in sports and discusses major tendencies of sports and commerce co-existence. Shank, 1999, also focuses on advertising, promotion and sponsorship in a global sports. The primary accent, however, is made rather on commercialization of sports in general, while the marketing profile of Olympic Games remains underexamined. McDonald, 1999 analyzes the recent case studies of sports marketing, also including the most peculiar specimens of Olympic marketing.The author focuses on 2002 Olympic Winter Games in Salt Lake City in the chapter Lake City 2002 Winter Olympic Games the prevention of mill around marketing. Though the c ontribution of the author is sufficient, he didnt analyze the implicit aspects of Olympic marketing providing, instead, the overview of its most explicit manifestations. Shilbury, 1998 devoted his research to the economic aspects of sports marketing, the Olympic marketing as well lacks its comprehensive analysis. Pemberton, 1997 analyzes fundamentals of sports marketing on his own experience.The study incorporates the aspects of establishment and maintenance of cooperation between sports and sponsoring companies and their reciprocal revenues. Though the author provides easy-to-understand, step-by-step explanation of sports as a multibillion business, he focuses on the American sports events. Olympic marketing remains out of the field of authors researches as well. Theres also a list of work dedicated directly to the Olympic Movement that uncover the fundamentals of Olympic marketing. R.Mandell, 1976, critically analyzes the first Olympic Games of modernity in his book The First Mode rn Olympics. The author uncovers marketing aspects of the Games, discusses offstage and corporate sponsorship, sources of Games revenues, philatelic program, etc. This information is necessary to understand the fashioning of modern Olympic marketing in historical perspective. F. Landry (Landry et al, 1996) summarizes the major achievements of the IOC (also including its financial achievements) in her study dedicated to the centenarian anniversary of the Olympic Games.The study serves a comprehensive guide through the marketing history of the IOC, its major decisions and innovations. This research complicates the theoretical premises of sports marketing presented in the previous studies. J. Lucas, 1980, analyzed Olympic Games and related phenomena, also including marketing, in his research The Modern Olympic Games. Though the book contains valuable information concerning the problem, the analysis is much outdated. Nevertheless, suggested data is important for the analysis of Olympi c marketing in historical perspective. D.Wallechinsky, 1984 analyzes Olympic marketing in his The Complete script of the Olympics. The primary drawback of the research is still out-of-date information. H. Preuss, 2000 provides a comprehensive analysis of Olympic Games economics. A longitudinal research covering almost thirty years of Olympic history since 1972 to 2000, remains obviously the most reliable and all-round analysis of Olympic marketing. The author analyzes all characteristics pertaining to Olympic marketing, defines peculiarities of marketing in Olympic sphere, suggests comprehensive statistical data.At the same time, development of marketing relationships in pre-1972 era is underexamined in the study. Research articles Theres a number of articles examining the problem of sports marketing in general, and Olympic marketing in bad-tempered. Marshall et al, 1992 develops the idea of corporate sponsorship in sports. The author analyzes implicit relationships between the or ganizers and sponsors, as well as their profits, evaluates the assets of corporate sponsorship in sports. The article, however, doesnt deal with the Olympic marketing directly, that reduces its value for the present research.Sandler et al, 1989, describes Olympic marketing in his article Olympic sponsorship vs. ambush marketing who gets the gold? . This comprehensive analysis, however, is also much out-of-dated by now. Stotlar, 1993 develops the idea of marketing relationships in Winter Olympics. The author focuses on the idea of corporate sponsorship of the Games that is important for making overall conclusions regarding the role of marketing in staging and holding the Games. Several articles are dedicated to the particular aspects of Olympic marketing. Busby, 1997, analyzes media sponsorship of the sports.The author focuses in broadcasting policies, rights fees and coverage of the sports events as well as the role of broadcasting in sports development. More broad definition of Oly mpic marketing in the aspect of licensing is provided in the Crabb and Ji article The Olympic Movement the Games and Olympic IPR. The research suggests all-round information concerning the organizing and staging of the Games, main challenges of armament cities, and importance of Intellectual Property to the Olympic Movement. The research of T. Atobelli (Atobelli, 1997) is dedicated to the analysis of Olympic marketing program in Sydney.Though the article was written two years prior to the Games, the author has managed to define the main strategies of Sydneys marketing policy in the aspect of financing and peculiarities of its implementation. As a result, he introduced the effect of Olympic marketing to the readers Batcha, 1998, undertook a critical approach to Olympic marketing. The author developed the idea of eightfold malversations in sports marketing. Batcha, 1998, believes, that sponsors have turned to be the real competitors of the Olympic events instead of sportsmen.The au thor states that growing commercialization of the Games has made a serious influence of equity and impartiality of the Olympic Movement. Greek researcher Papandropoulos (Papandropoulos, 2004), instead, believes in a necessity of Olympic marketing in a global perspective. The author provides necessary statistical data concerning staging of 2004 Games in capital of Greece and also defines most important historical landmarks of Olympic marketing and their influence on Games development. The author describes the roots of Olympism and sources of its financial supports changing throughout the times.Papandropoulos, 2004 analyzes Olympic sponsorship as a serious source of Games funding. This information is vital for the general analysis of Athens 2004 marketing plan. On-line reports and researches network reports and documents also provide important information about Olympic marketing. One of the most comprehensive studies is a commemorative report of the International Olympic Committee de dicated to the history and presence of Olympic movement (The Olympic Movement, 1997). The research grants a reader with all-round evaluation of Olympic marketing, its development and future prospects.The paper also provides a quantitative and qualitative analysis of the Olympic marketing that, unfortunately, is now outdated in many aspects. Some principles of Olympic marketing are also described in the Olympic pick out the official Constitution of the International Olympic Committee. Much information concerning fundamentals of Olympic marketing is convenient on the official site of the International Olympic Committee. The site provides an excurse into the past of Olympic marketing, mentions key dates of its making as well as most important innovations.Forasmuch as the site is being permanently updated, it grants most recent and reliable information concerning the revenues, distributions and expenditures of Olympic Movement. The site also proposes a number of quantitative data con cerning financial revenues of the Committee. Presented charts offer comparative analysis of marketing revenues growth. Unfortunately, most information is accessible only in a tabloid form that is enough to apprehend the overall idea of Olympic marketing at the same time, the data is insufficient for a comprehensive analytical research.The international Olympic Committee issues a bulletin dedicated to Olympic Marketing. Marketing matters bulletin is accessible on the official site of the Olympic Committee and could be regarded as a most complete and reliable source concerning past, present, and future of Olympic marketing. The bulletin, besides, provides the reports of IOCs Marketing Commission and Organizing Committees of the Games functioning. The most recent qualitative-quantitative data covering marketing plans of 2004 Games in Athens and 2008 Games in Beijing is also available in the bulletin.