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    Competing for attention: using stakeholder engagement to shift the focus from the Beijing Olympics to minority pressure groups

    115147_9077_66 - C - Wolf 2 ANZMAC 08 Competing for attention.pdf (147.0Kb)
    Access Status
    Open access
    Authors
    Wolf, Katharina
    Date
    2008
    Type
    Conference Paper
    
    Metadata
    Show full item record
    Citation
    Wolf, Katharina. 2008. Competing for attention: using stakeholder engagement to shift the focus from the Beijing Olympics to minority pressure groups, in Spanjaard, D. and Denize, S. and Sharma, N. (ed), Proceedings of Australian and New Zealand Marketing Academy Conference, Dec 1 2008. Olympic Park, Sydney: University of Western Sydney.
    Source Title
    Proceedings of Australian and New Zealand Marketing Academy conference 2008
    Source Conference
    Australian and New Zealand Marketing Academy Conference
    Faculty
    Curtin Business School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/24739
    Collection
    • Curtin Research Publications
    Abstract

    This is a case study, highlighting China's plight to secure consistent, positive media coverage in the lead up to the 2008 Beijing Olympics. While this paper is neither anti-China nor pro-Tibetan, it highlights that large organisations and governments can learn from activist and pressure groups, which have become increasingly successful in engaging stakeholders. The author argues that Olympic marketing programs have focused too much on traditional marketing tools, whilst ignoring the importance of integrated communication programs and stakeholder engagement.

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