文摘
英文文摘
Statement of Originality
Acknowledgement
List of Tables
Introduction
ChapterⅠ An Overview of Culture Related to Olympic Marketing
1.1 The Different Layers of Culture Related to Olympic Marketing
1.2 The Relationship between Culture and Olympic Marketing
ChapterⅡ An Overview of Olympic Marketing
2.1 The Concept of Olympic Marketing
2.2 The Features of Olympic Marketing
2.3 The Significance of Olympic Marketing
ChapterⅢ The Programs of Olympic Sponsorship
3.1 The History and Development of Olympic Marketing and Olympic Sponsorship
3.2 Different Tiers of Sponsorship Program
3.3 The Sponsorship Programs of Beijing 2008 Olympic Games
ChapterⅣ Successful Olympic Marketing Cases
4.1 coca-cola
4.2 Samsung
Conclusion
Bibliography