Overview

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. Events as a Strategic Marketing Tool, 2nd edition describes how events can be used as a strategic tool in marketing practices. 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. With coverage of a wide range of marketing areas, the book also includes content on cutting-edge topics such as neuromarketing, providing students with a comprehensive introduction to using events as part of the marketing mix. Contains numerous international examples that showcase the variety of ways that events can be used A wealth of images illustrate the theory, helping students to visualize concepts and improve understanding. This new edition provides an engaging resource for both students and professionals interested in leisure, tourism and events.

Full Product Details

Author:   Dorothé Gerritsen (NHTV Breda University of Applied Sciences, The Netherlands) ,  Ronald van Olderen (NHTV Breda University of Applied Sciences, The Netherlands)
Publisher:   CABI Publishing
Imprint:   CABI Publishing
Edition:   2nd edition
Dimensions:   Width: 18.90cm , Height: 1.30cm , Length: 24.60cm
Weight:   0.629kg
ISBN:  

9781789242300

ISBN 10:   1789242304
Pages:   256
Publication Date:   19 March 2020
Audience:   General/trade ,  Professional and scholarly ,  General ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

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

Reviews

Author Information

Dorothé Gerritsen is at NHTV Breda University of Applied Sciences, The Netherlands. Ronald van Olderen is at NHTV Breda University of Applied Sciences, The Netherlands.

Tab Content 6

Author Website:  

Customer Reviews

Recent Reviews

No review item found!

Add your own review!

Countries Available

All regions