A01=Dorothe Gerritsen
A01=Ronald van Olderen
Age Group_Uncategorized
Age Group_Uncategorized
Author_Dorothe Gerritsen
Author_Ronald van Olderen
automatic-update
Category1=Non-Fiction
Category=KNSG
Category=KNT
COP=United Kingdom
Delivery_Delivery within 10-20 working days
eq_bestseller
eq_business-finance-law
eq_isMigrated=2
eq_nobargain
eq_non-fiction
Events
Language_English
Leisure
PA=Available
Price_€20 to €50
PS=Active
softlaunch
Tourism
Product details
- ISBN 9781789242300
- Weight: 629g
- Dimensions: 189 x 246mm
- Publication Date: 19 Mar 2020
- Publisher: CABI Publishing
- Publication City/Country: GB
- Product Form: Paperback
- Language: English
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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.
