Events as a Strategic Marketing Tool, 2nd Edition

Events as a Strategic Marketing Tool, 2nd Edition
Author : Dorothé Gerritsen
Publisher : CABI
Total Pages : 256
Release : 2020-03-19
ISBN 10 : 9781789242300
ISBN 13 : 1789242304
Language : EN, FR, DE, ES & NL

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.

Events as a Strategic Marketing Tool, 2nd Edition
Language: en
Pages: 256
Authors: Dorothé Gerritsen
Categories: Business & Economics
Type: BOOK - Published: 2020-03-19 - Publisher: CABI

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 d
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