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Event Marketing

New or Used: 2 copies from $87.99
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.
Product Details

Table of Contents

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

About the Author

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.

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