Events as a Strategic Marketing Tool (Tourism Studies)

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9781780642611: Events as a Strategic Marketing Tool (Tourism Studies)
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Experiences, encounters and events have come to play an ever-growing role in marketing. Events as a Strategic Marketing Tool describes how events can be used as a strategic tool in marketing practices.

The introductory chapters address the development of the experience economy, events, and event marketing. Subsequently, the book covers the various areas of marketing within which experiences play a role, such as branding, relationship marketing and city marketing. The final chapters deal with the step from strategy to concept, and discuss event design and touchpoints. The book is concluded with a chapter on effect measurement and evaluation.

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About the Author:

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

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Book Description CABI Publishing, United Kingdom, 2014. Paperback. Condition: New. Language: English. Brand new Book. 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. Seller Inventory # AAZ9781780642611

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Ronald van Olderen, Dorothe Gerritsen
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Book Description CABI Publishing, United Kingdom, 2014. Paperback. Condition: New. Language: English. Brand new Book. 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. Seller Inventory # AAZ9781780642611

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