LoveReading

Becoming a member of the LoveReading community is free.

No catches, no fine print just unadulterated book loving, with your favourite books saved to your own digital bookshelf.

New members get entered into our monthly draw to win £100 to spend in your local bookshop Plus lots lots more…

Find out more

Events as a Strategic Marketing Tool Synopsis

Events have come to play an ever-growing role in marketing; by connecting products and services with experiences and vice versa, producers can create important added value. Events as a Strategic Marketing Tool, 2nd edition describes how events can be used as a strategic tool in marketing practices. Fully updated and with new case studies throughout, this second edition reviews the way organizations use events to connect with their visitors. It covers the development of the experience economy, the steps from strategy to concept, event design and touchpoints. 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, and including a wealth of internationally relevant examples, the book gives a thorough insight into the way events can help reach strategic marketing goals. With coverage of a wide range of marketing areas, the book also includes content on cutting-edge topics such as neuromarketing, providing students with a comprehensive introduction to using events as part of the marketing mix. Contains numerous international examples that showcase the variety of ways that events can be used A wealth of images illustrate the theory, helping students to visualize concepts and improve understanding. This new edition provides an engaging resource for both students and professionals interested in leisure, tourism and events.

Book Information

ISBN: 9781789242300
Publication date: 19th March 2020
Author: Dorothe (NHTV Breda University of Applied Sciences, The Netherlands) Gerritsen, Ronald (NHTV Breda University of A van Olderen
Publisher: CABI Publishing
Format: Paperback / softback
Pagination: 256 pages
Categories: Media, information & communication industries, Tourism industry,

About Dorothe (NHTV Breda University of Applied Sciences, The Netherlands) Gerritsen, Ronald (NHTV Breda University of A van Olderen

More About Dorothe (NHTV Breda University of Applied Sciences, The Netherlands) Gerritsen, Ronald (NHTV Breda University of A van Olderen

Share this book