Abstract
Marketing is often referred to as a 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 individual needs but also organizational objectives. Paris, as a candidate city to host the Olympic Games in 2012, is an example. For instance, Paris 2012 marketing objectives are 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 make the final choice, but a strong popular adhesion could make a real difference.
