Reic Ivna Events Marketing Management 9780415533584

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Автор: Reic Ivna
Название: Events Marketing Management
ISBN: 9780415533584
Издательство: Taylor&Francis
Классификация:

Торговля и маркетинг

Отрасли организации мероприятий

ISBN-10: 0415533589
Обложка/Формат: Paperback
Страницы: 308
Вес: 0.55 кг.
Дата издания: 30.08.2016
Язык: English
Иллюстрации: 39 tables, black and white; 32 line drawings, black and white; 24 halftones, black and white; 56 illustrations, black and white
Размер: 247 x 175 x 17
Читательская аудитория: General (us: trade)
Ключевые слова: Sociology: sport & leisure, BUSINESS & ECONOMICS / Marketing / General,TRAVEL / General
Подзаголовок: A consumer perspective
Ссылка на Издательство: Link
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Поставляется из: Европейский союз
Описание:

This textbook provides students with an essential introduction to the theoretical underpinnings and practicalities of managing the marketing of events.

In order to market events effectively, it is vital to consider marketing of events from the organisers perspective and to link it to that of the consumers attending events. As such, this is the first book on the topic which reflects the unique characteristics of marketing in the Events industry by exploring both sides of the marketing coin - the supply and the demand - in the specific context of events. The book takes the reader from core marketing mix principles to exploring the event marketing landscape to consumer experience and involvement with event marketing and finally strategies and tactics employed to manage the marketing activities related to events. The use of technology, importance of sponsorship and PR are also considered. International case studies are integrated throughout to show practical realities of marketing and managing events and a range of useful learning aids are incorporated to aid navigation throughout the book, spur critical thinking and further students knowledge.

This accessible and comprehensive account of Events Marketing and Management is essential reading for all students and future managers.

Events Marketing Management, Reic Ivna