Events as a Strategic Marketing Tool, 2nd Edition

Events as a Strategic Marketing Tool, 2nd Edition
Author :
Publisher : CABI
Total Pages : 258
Release :
ISBN-10 : 9781789242300
ISBN-13 : 1789242304
Rating : 4/5 (00 Downloads)

Book Synopsis Events as a Strategic Marketing Tool, 2nd Edition by : Dorothé Gerritsen

Download or read book Events as a Strategic Marketing Tool, 2nd Edition written by Dorothé Gerritsen and published by CABI. This book was released on 2020-03-19 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: Fully updated and with new case studies throughout, this second edition reviews the way organizations use events to connect with their visitors. It covers the development of the experience economy, the steps from strategy to concept, event design and touchpoints. 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, and including a wealth of internationally relevant examples, the book gives a thorough insight into the way events can help reach strategic marketing goals.


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