Description
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. This text describes how events can be used as a strategic tool in marketing practices.
Fully updated throughout, the new edition 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. Including a wealth of internationally relevant examples, it gives a thorough insight into the way events can help reach strategic marketing goals. It will provide an engaging resource for both students and professionals interested in Leisure, tourism and events.
Table of contents
- PART I: PLAN
- 1: Introduction: Using Events as a Strategic Marketing Tool
- 2: Trends and Developments: Consumers’ Pursuit of Happiness
- 3: Event Marketing
- 4: Events and Customer Relationship Marketing
- 5: Events and Marketing Communication
- 6: Events and Branding
- 7: Events and City Marketing: The Role of Events in Cities
- PART II: DO
- 8: The Translation of Strategy into Concept
- 9: Touchpoints
- Appendices to Chapter 9: Touchpoint Models for Trade Fairs and Corporate Events
- Appendix 1: Touchpoint Model for Trade Fairs
- Appendix 2: Touchpoint Model for Corporate Events
- PART III: CHECK
- 10: Effect Measurement and Evaluation
- Appendices to Chapter 10: Effect Measurement and Evaluation
- Appendix 1: The ROI Model of Jack Phillips
- Appendix 2: Economic Impact Study – World
Readership
Students and professionals of marketing in the field of Leisure, Tourism and Events.
Reviews
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