SERIES EDITOR FOREWORD

It is hard to believe that over a decade has passed since the late and great Leonard H. (affectionately known to most as “Buck”) Hoyle (1939–2010) wrote what historically will be recorded as the seminal pioneering book focused upon improving marketing specifically within the events industry. Buck, a tall, warm, and gentle giant in the meetings and events industry of the twentieth century, served as an executive of the American Society of Association Executives (ASAE), was the executive director for many years of the Hotel Sales and Marketing Association International (HSMAI), and was a beloved and admired leader in the modern meetings and events association. One of his greatest professional legacies is the book you now hold in your hands.

Fortunately, Christopher Preston, a very experienced marketing expert and popular lecturer from Queen Margaret University in Edinburgh, Scotland, stepped forward one decade later to revise this book to ensure its currency and sustainability within the twenty-first century. Chris has successfully preserved the key principles, themes, and classic philosophies that Buck first developed but also greatly expanded them to embrace and provide new solutions for the new challenges facing this era of event marketing.

From emerging opportunities such as social media to the issues of measurement and evaluation of return on marketing investment and return on marketing objective, Chris Preston has transformed this book to address the ...

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