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Paris 2012

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IEP Paris

About the document

Published date
documents in English
case study
10 pages
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35 times
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  1. Introduction
  2. Paris: A city to hold the Games
    1. The concept for the Games
    2. Sustainability and legacy
    3. Internal and external analysis
  3. Paris 2012: A concept to promote
    1. The rallying of all kinds of supporters
    2. Launching a promotion campain to gain public support
    3. A multi dimension lobbying
  4. Conclusion
  5. Appendix
  6. Bibliography

Marketing is often referred as the set of techniques by which a company makes consumers buy its products. However, marketing can also be seen as a wider activity, that includes selling ideas and services, that do not only fulfill indivudual needs but also organizational objectives. Paris 2012, as a candidate city to host the Olympic Games, is an example of such a product. For instance, Paris 2012 marketing objectives were to obtain public support by having the French people and the journalists share their enthusiasm, and eventually to convince the International Olympic Committee (IOC) to entrust the 2012 Games to their capital . Of course, the IOC members only made the final choice, but a strong popular adhesion could make a real difference

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