Promoting and Marketing Events: Theory and Practice

ISBN-13: 9780415667326 / Angielski / Twarda / 2013 / 260 str.

Nigel Jackson

Opis

This accessible book introduces students to the theories, concepts and skills required to promote an event successfully. To promote an event effectively, it is essential to understand marketing, but also to recognise that it is not just consumers who are the only audience, and that other publics who may not necessarily attend can have a fundamental effect on the success of an event as well.

Spis treści

1. Introduction 2. Communication and Persuasion within Events 3. Marketing your Event 4. The Importance of a Marketing Strategy 5. The Event Marketing Mix 6. Understanding the Consumers of your Event 7. Building your Reputation: The Use of Public Relations 8. Gaining Visibility: Marketing Public Relations 9. Using Media Relations 10. Corporate Public Relations: Building your Reputation 11. Promoting your Event Online 12. Conclusion

O autorze

Nigel Jackson is Programme Manager in Events Management at the University of Plymouth.