Bibliograph

Events marketing management, a consumer perspective, Ivna Reic

Type

Label

Events marketing management, a consumer perspective, Ivna Reic

Language

eng

Illustrations

illustrations

Index

no index present

Literary Form

non fiction

Main title

Events marketing management

Medium

electronic resource

Responsibility statement

Ivna Reic

Sub title

a consumer perspective

Summary

This textbook provides students with an essential introduction to the theoretical underpinnings and practicalities of managing the marketing of events. In order to market events effectively, it is vital to consider marketing of events from the organiser's perspective and to link it to that of the consumers attending events. As such, this is the first book on the topic which reflects the unique characteristics of marketing in the Events industry by exploring both sides of the marketing coin - the supply and the demand - in the specific context of events. The book takes the reader from core marketing mix principles to exploring the event marketing landscape to consumer experience and involvement with event marketing and finally strategies and tactics employed to manage the marketing activities related to events. The use of technology, importance of sponsorship and PR are also considered. International case studies are integrated throughout to show practical realities of marketing and managing events and a range of useful learning aids are incorporated to aid navigation throughout the book, spur critical thinking and further students' knowledge. This accessible and comprehensive account of Events Marketing and Management is essential reading for all students and future managers

Table Of Contents

1. About This Book 2. Defining the Event Industry for Events Marketing 3. Creating Value 4. How Many Ps Are There 5. Environment, Positioning, Differentiation 6. Segmentation 7. The Demand for Events and Their Consumers 8. Customer Motivations Identity Authenticity 9. Introduction to Generic Marketing Communications Strategies 10. Traditional Marketing Tactics 11. New Role of PR in Promoting Events 12. Owning, Buying and Earning Digital Spaces for Events 13. Marketing Planning for Events 14. The future of Events Marketing _A New Model

Target audience

specialized

Classification