Events as a Strategic Marketing Tool - pr_267496

Events as a Strategic Marketing Tool

By Dorothe Gerritsen, Ronald van Olderen

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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.

Product code: 9781780642611

ISBN 9781780642611
Dimensions (HxWxD in mm) H246xW189xS15
On Sale Date 28/05/2014
Series CABI Tourism Texts
No. Of Pages 256
Publisher CABI Publishing
This book describes how events can be used as a strategic tool in marketing practices. It addresses the development of the experience economy, events, and event marketing, areas of marketing within which experiences play a role, such as branding and city marketing, and the step from strategy to concept, discussing event design and touchpoints.