"I wanted to better understand how the Olympics have become the preeminent sports brand in the world today and why companies are willing to invest so much money into a single marketing activity," said marketing instructor John Davis, explaining the motivation behind his book The Olympic Games Effect: How Sports Marketing Builds Strong Brands. Timed to coincide with the London 2012 games, the book's second edition was published earlier this year--updated with facts, figures, and observations drawn from games held since the volume's first edition in 2008. What's changed in the past four years? "The Youth Olympic Games were launched, which I believe will be one of the most significant additions to the Olympic Movement in the modern era," said Davis. "It will be interesting to see how the world's sports fans react in the years ahead." Being an expert in all things Olympic has its perks: later this month, Davis heads to Greece to spend a few weeks at the International Olympic Academy teaching marketing to master's degree candidates from all over the world. Find out more about Davis and his book in the above video, and listen to an interview with Davis on Malaysia's BFM Business radio station.