ISBN:
9780415533577
Language:
English
Pages:
1 Online-Ressource (309 p)
Parallel Title:
Print version Reic, Ivna Events Marketing Management : A consumer perspective
DDC:
394.20688
Keywords:
Electronic books
Abstract:
Cover -- Title -- Copyright -- Dedication -- Contents -- List of figures -- List of tables -- List of vignettes -- Acknowledgements -- 1 About this book -- 2 Defining the event industry for events marketing -- 3 Creating value: the marketing of the event experience -- 4 How many Ps are there? The foundations for the Marketing Mix for events -- 5 Analysing the environment and the foundations of positioning and differentiation for events -- 6 Segmenting event markets -- 7 The demand for events and their consumers
Abstract:
8 Customer motivations for attending events: the search for identity, authenticity and hedonic experiences -- 9 An introduction to generic marketing communications strategies for events -- 10 Traditional marketing tactics for events -- 11 The new role of public relations in the promotion of events -- 12 Owning, buying and earning digital spaces for events -- 13 Marketing planning for events -- 14 The future of events marketing: an alternative model that puts the consumer at the centre of marketing activities -- Index
Note:
Description based upon print version of record
Permalink
