{"product_id":"events-as-a-strategic-marketing-tool-9781789242300","title":"Events as a strategic marketing tool","description":"\u003cp\u003eEvents play an increasingly important role in marketing. By connecting products and services with experiences, producers create extra value. \u003cem\u003eEvents as a Strategic Marketing Tool, 2nd edition\u003c\/em\u003e shows how events can be strategically deployed within marketing practices.\u003c\/p\u003e\u003ch2\u003eContents of the second edition\u003c\/h2\u003e\u003cp\u003eThis completely revised edition contains new case studies and discusses how organizations use events to connect with visitors. The book discusses, among other things:\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cul\u003e\u003cli\u003eThe development of the experience economy\u003c\/li\u003e\u003cli\u003eThe steps from strategy to concept and event design\u003c\/li\u003e\u003cli\u003eImportant touchpoints\u003c\/li\u003e\u003cli\u003eMarketing areas where experience plays a role, such as branding, relationship marketing and city marketing\u003c\/li\u003e\u003cli\u003eEffect measurement and evaluation of events\u003c\/li\u003e\u003cp\u003e\u003c\/p\u003e\u003c\/ul\u003e\u003ch2\u003eAdditional points of attention\u003c\/h2\u003e\u003cp\u003eIn 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.\u003c\/p\u003e\u003ch2\u003eTarget audience and scope of application\u003c\/h2\u003e\u003cp\u003eThe 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.\u003c\/p\u003e\u003cp\u003eIntertaal is your reliable supplier and guarantees fast delivery of this current and internationally relevant learning tool.\u003c\/p\u003e","brand":"Intertaal","offers":[{"title":"Default Title","offer_id":53951008440660,"sku":"9781789242300","price":50.99,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0967\/0538\/0692\/files\/events-as-a-strategic-marketing-tool-boek-omslag-2e-editie-736.webp?v=1778080193","url":"https:\/\/intertaalid.nl\/en\/products\/events-as-a-strategic-marketing-tool-9781789242300","provider":"Intertaal","version":"1.0","type":"link"}