Book description
A modern, completely updated guide to effective event marketing
As the events market becomes increasingly saturated, it is essential for a successful event professional to understand the use of strategic marketing plans. Events are everywhere—in the U.S. alone, there are more than 2,500 music festivals a year, for example, while the UK hosts over 70 different beer festivals each year. In such a crowded market, how can the event planner ensure that his or her event stands out? Marketing expert Chris Preston has the answers in this second edition of Event Marketing. From the basics of promoting an event to the use of events as marketing strategies themselves, Preston provides straightforward advice and information on all the latest Event Marketing techniques. The book begins with sections on what "Event Marketing" really means, and how the field has evolved throughout time. Preston then explores Event Marketing strategies from both a conceptual and practical standpoint, and provides information on sponsorship and corporate branding. The book covers marketing for all types of events, including festivals, corporate and association events, and social functions, and a full chapter on digital Event Marketing covers all the latest e-marketing strategies. Case studies provide real-world examples of successful marketing efforts, while Discussion Questions for each chapter provide opportunities for further exploration of key concepts. As marketing becomes an increasingly important skill for event management professionals, this completely revised second edition of Event Marketing will be a must-have for working professionals, students, and aspiring event planners everywhere.
Table of contents
- Cover Page
- Title Page
- Copyright
- DEDICATION
- CONTENTS
- FOREWORD
- SERIES EDITOR FOREWORD
- PREFACE
- IN APPRECIATION OF
-
Chapter 1: What Is an Event and What Is Event Marketing?
- Creativity, Excitement, and Enthusiasm Are Prerequisites
- The Intercommunications Context of Modern Marketing
- Events as a Marketing Tool
- The Transformational Experience of Events
- The Marketing Mirror
- The Value of Events to the Economy
- A Variety and Diversity of Events
- Events Are Becoming Everyday Occurrences
- The Scope of Event Marketing Activities
- CHAPTER SUMMARY
- CHAPTER DISCUSSION QUESTIONS
- USEFUL WEBSITES
- Chapter 2: The Evolution of Event Marketing
- Chapter 3: The Theory and Practice of Event Marketing
- Chapter 4: Sponsorship and Cause-Related Event Marketing
- Chapter 5: E-Event Marketing
- Chapter 6: Entertainment and Festival Event Marketing
-
Chapter 7: Corporate Event Marketing
- Corporate Culture
- The Role of Events in Internal Corporate Marketing
- Other Types of Corporate Meetings
- Internal Corporate Event Inclusiveness
- Media Interest in Corporate Events
- Corporations and Event Branding Potential
- Cause-Related Events
- CHAPTER SUMMARY
- CHAPTER DISCUSSION QUESTIONS
- USEFUL WEBSITES
- Chapter 8: Association, Convention, and Exhibition Event Marketing
- Chapter 9: Social Event Marketing
- Chapter 10: Future Forces and Trends in Event Marketing
-
Chapter 11: Event Marketing Case Studies
- IMEX Versus EIBTM International Business Tourism Trade Show
- The Birthday Event of Malcolm Forbes (1919–1990)
- Olympic Games Partners Event Marketing
- Sports Illustrated Fiftieth Anniversary
- Ethos Marketing by Starbucks
- The Gap (Product) RED Launch
- Coca-Cola Product Launch
- Virgin Galactic Enterprise Launch
- Professional Convention Management Association Fiftieth Anniversary
- National Football League Fan Fest
- Fjällräven Classic
- App Exhibition Marketing: The Jewish Museum, New York
- Destination Marketing by Festivals: The Edinburgh Experience
- Resources
- INDEX
Product information
- Title: Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions, Second Edition
- Author(s):
- Release date: March 2012
- Publisher(s): Wiley
- ISBN: 9780470891070
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