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Foreword?Liz Bigham viii Series Editor Foreword?Dr. Joe Goldblatt, CSEP ix Preface xi In Appreciation Of xviii 1 What Is an Event and What Is Event Marketing? 1 2 The Evolution of Event Marketing 27 3 The Theory and Practice of Event Marketing 49 4 Sponsorship and Cause-Related Event Marketing 87 5 E-Event Marketing 111 6 Entertainment and Festival Event Marketing 137 7 Corporate Event Marketing 163 8 Association, Convention, and Exhibition Event Marketing 185 9 Social Event Marketing 211 10 Future Forces and Trends in Event Marketing 231 11 Event Marketing Case Studies 255 12 Resources 273 Index 294
CHRIS PRESTON is the program leader of marketing for QueenMargaret University's School of Business, Enterprise andManagement, in Edinburgh, Scotland. He has extensive experience inthe academic world of marketing and events as well as a commercialmarketing background at the corporate level. The late Leonard Hoyle Jr., CAE, CMP, authored the first editionof this book. He was the dean of the American Society ofAssociation Executives' School of Management, served as chairman ofthe Convention Industry Council, and was an adjunct professor atThe George Washington University.