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Events as a Strategic Marketing Tool by Dorothe Gerritsen, Ronald van Olderen (Paperback, 2014)

About this product

About this product

Product Information

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 Identifiers

Publisher
Cabi Publishing
ISBN-13
9781780642611
eBay Product ID (ePID)
195054176

Product Key Features

Author
Dorothe Gerritsen, Ronald Van Olderen
Publication Name
events As a Strategic Marketing Tool
Format
Paperback
Language
English
Subject
Marketing, Business
Publication Year
2014
Type
Textbook
Number of Pages
256 Pages

Dimensions

Item Height
246mm
Item Width
189mm
Item Weight
833g

Additional Product Features

Title_Author
Ronald Van Olderen, Dorothe Gerritsen
Series Title
Cabi Tourism Texts
Country/Region of Manufacture
United Kingdom

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