Ivna Reic

Events Marketing Management (eBook, ePUB)

A consumer perspective

• Format: ePub

Produktbeschreibung

In order to market events effectively it is vital to consider the organiser's perspective and link it to those of the consumers attending. 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 begins by defining events and the implications this has for their marketing. It then explores the event marketing landscape and discusses the consumer experience. Finally it focuses on the strategies employed to manage the marketing activities related to events. The title introduces the reader to core principals as well as current developments such as e marketing, social media, sponsorship and PR.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 308
• Erscheinungstermin: 19. September 2016
• Englisch
• ISBN-13: 9781136289798
• Artikelnr.: 46891268

Autorenporträt

Ivna Reic is currently Senior Lecturer in Events Management at the University of Northampton's Faculty of Business and Law where she teaches on the BA Events Management programme. Before moving to Northampton, Ivna was Course Leader for the BA Events Management programmes at London Metropolitan University, where she also taught on postgraduate programmes related to events management and events marketing. Her academic interests include events marketing and consumer psychology, corporate events, as well as exploring the application of general management theories within the area of events management, most notably theories relating to stakeholder management and sustainability.

Inhaltsangabe

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

Rezensionen

"With academics' and practitioners' attention being increasingly focussed on the actual marketing of events, the publication of this book is a timely and comprehensive contribution to this vitally important topic. Ivna Reic takes readers beyond the traditional, dominant concepts of marketing to propose a fascinating new framework for the marketing of events, putting consumers at the very centre of events marketing activities - where they belong. An additional strength of 'Events Marketing Management' is the wealth of practical examples and case-studies that effectively illustrate the application of the concepts and models explored in the book." - Dr. Rob Davidson, Managing Director, MICE Knowledge