Events as a Strategic Marketing Tool
Dorothe Gerritsen, Ronald van Olderen
ISBN: 9781780642611
Vydavatelství: CABI International
Rok vydání: 2014
Vazba: Paperback
Počet stran: 256
Původní cena: 1 512 Kč
Výstavní cena:
1 361 Kč(t.j. po slevě 10%)
(Cena je uvedena včetně 10% DPH)
Katalogová cena: 39.95 GBP
Nárok na
dopravu zdarma
Termín dodání na naši pobočku v Brně je přibližně 3-4 týdny.
Experiences, encounters and events have come to play an ever-growing role in marketing as their impact is more fully understood. As a profession, however, event marketing is still a relatively new field, with most available literature covering practical project management rather than the strategy behind including events in a marketing campaign.Addressing this gap, Events as a Strategic Marketing Tool reviews the way organizations utilize events to connect with their visitors. It covers the development of the experience economy, the step from strategy to concept, event design and touchpoints. Written in an accessible style, it also considers the areas of marketing within which experiences play a role, such as branding, relationship marketing and city marketing. Concluding with a chapter on effect measurement and evaluation, Events as a Strategic Marketing Tool provides an engaging resource for both students and professionals interested in leisure, tourism and events. Including a wealth of internationally relevant examples, it gives a thorough insight into the way events can help reach strategic marketing goals.