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Events Marketing Management: A Consumer Perspective

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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.

CONTENTS
1 About This Book
2 Defining the Event Industry for Event Marketing
3 Creating Value: The Marketing of the Event Experience
4 How many PS there? The Foundations for the Marketing Mix for events
5 Analysing the Environment and the Foundations of Positioning and Differentiation for Events
6 Segmenting Event Markets
7 The Demand for Events and Their Consumers
8 Customer Motivations for Attending Events: The Search for Identity, Authenticity and Hedonic Experiences
9 An Introduction to Generic Marketing Communications Strategies for Events
10 Traditional Marketing Tactics for Events
11 The New Role of Public Relations in the Promotion of Events
12 Owning, Buying and Earning Digital Spaces for Events
13 Marketing Planning for Events
14 The Future of Events Marketing: An Alternative Model that Puts the Consumer at the Centre of Marketing Activities

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Availability

5555131550

394.2 REI e

Pusat (Sirkulasi)

Available

Detail Information

Series Title

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Call Number

394.2 REI e

Publisher

London : Taylor & Francis., 2017

Collation

x, 292p.; 17.5 x 24.5 cm.

Language

English

ISBN/ISSN

978-0-415-53358-4

Classification

394.2

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

SPECIAL EVENTS - MANAGEMENT
SPECIAL EVENTS - MARKETING

Specific Detail Info

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Statement of Responsibility

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