Guy Masterman, Emma Wood

Innovative Marketing Communications (eBook, PDF)

• Format: PDF

Produktbeschreibung

Innovative Marketing Communications for Events Management provides students and event managers with a complete insight into the strategic and innovative marketing of events of all scales and nature. The book builds a conceptual framework for the development, planning, implementation and evaluation of innovative communication strategies for the marketing of events, and the effective use of events as an innovative communications method in general organizational marketing.

With a strong practical underpinning, Innovative Marketing Communications for Events Management emphasises to event managers the importance of effectively integrating a range of tools and techniques to communicate the event and provides them with a better understanding of how a variety of private and public sector organisations can use events within their communication strategies.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 288
• Erscheinungstermin: 1. Juni 2007
• Englisch
• ISBN-13: 9781136395215
• Artikelnr.: 38256139

Autorenporträt

Guy Masterman

Inhaltsangabe

Tables. Figures. Case Studies. Introduction. Section One: Integrated
Marketing Communications: Chapter 1:Marketing Communications Planning.
Chapter 2:Research and Analysis. Chapter 3: Communications Objectives and
Targeting. Chapter 4: Communications Strategy. Section Two: Communications
Toolkit; Chapter 5: Public Relations. Chapter 6: E-Marketing
Communications. Chapter 7: Advertising. Chapter 8: Event Sponsorship
Programmes. Chapter 9: Sales Promotion. Chapter 10: Direct and Relationship
Marketing. Section Three: Events as Communications Tools; Chapter 11:
Promotional Events. Chapter 12: Corporate Sponsorship of Events. Chapter
13: Corporate Hospitality. Section Four: Ensuring Future Success; Chapter
14: Implementation, Evaluation and Control. Chapter 15: Trends and
Forecasts. Index.