Events play an increasingly important role in marketing. By connecting products and services with experiences, producers create extra value. Events as a Strategic Marketing Tool, 2nd edition shows how events can be strategically deployed within marketing practices.
Contents of the second edition
This completely revised edition contains new case studies and discusses how organizations use events to connect with visitors. The book discusses, among other things:
- The development of the experience economy
- The steps from strategy to concept and event design
- Important touchpoints
- Marketing areas where experience plays a role, such as branding, relationship marketing and city marketing
- Effect measurement and evaluation of events
Additional points of attention
In addition to international examples and many illustrations, this book also provides insight into current themes such as neuromarketing. It is thus a valuable learning and reference work for students and professionals in leisure, tourism and events.
Target audience and scope of application
The book is written in English and suitable for higher education, professionals and self-study. The level matches students and practitioners who want to deepen their knowledge of strategic event marketing.
Intertaal is your reliable supplier and guarantees fast delivery of this current and internationally relevant learning tool.