Celebration Capitalism and the Olympic Games

by Jules Boykoff

Book Overview

The Olympic Games have become the world's greatest media and marketing event-a global celebration of exceptional athletics gilded with corporate cash. Huge corporations vie for association with the "Olympic Image" in the hope of gaining a worldwide marketing audience of billions.

In this provocative critical study of the contemporary Olympics, Jules Boykoff argues that the Games have become a massive planned economy designed to...

• Format: Hardcover
• Language: English
• ISBN: 0415821975
• ISBN13: 9780415821971
• Release Date: July 2013
• Publisher: Routledge
• Length: 174 Pages
• Weight: 2.46 lbs.
• Dimensions: 1.3" x 7.4" x 9.6"