Events as a Strategic Marketing Tool

Events as a Strategic Marketing Tool by Van Olderen Ronald

Experiences, encounters and events have come to play an ever-growing role in marketing as their impact is more fully understood. As a profession, however, event marketing is still a relatively new field, with most available literature covering practical project management rather than the strategy behind including events in a marketing campaign. Addressing this gap, Events as a Strategic Marketing Tool reviews the way organizations utilize events to connect with their visitors. It covers the development of the experience economy, the step from strategy to concept, event design and touchpoints. Written in an accessible style, 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, Events as a Strategic Marketing Tool provides an engaging resource for both students and professionals interested in leisure, tourism and events. Including a wealth of internationally relevant examples, it gives a thorough insight into the way events can help reach strategic marketing goals.

Dorothe Gerritsen and Ronald van Olderan are based at the NHTV Breda University of Applied Science, Netherlands

SKU	Unavailable
ISBN 13	9781780642611
ISBN 10	178064261X
Title	Events as a Strategic Marketing Tool
Author	Van Olderen Ronald
Series	Cabi Tourism Texts
Condition	Unavailable
Binding Type	Paperback
Publisher	CABI Publishing
Year published	2014-05-28
Number of pages	256
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.