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Events Marketing Management : A Consumer Perspective by Ivna Reic (2016, Trade Paperback)

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Author Ivna Reic, Justin Lance. Health & Beauty. Format Paperback.

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Product Information

This textbook provides students with an essential introduction to the theoretical underpinnings and practicalities of managing the marketing of events. In order to market events effectively, it is vital to consider marketing of events from the organiser's perspective and to link it to that of the consumers attending events. As such, this is the first book on the topic which reflects the unique characteristics of marketing in the Events industry by exploring both sides of the marketing coin - the supply and the demand - in the specific context of events. The book takes the reader from core marketing mix principles to exploring the event marketing landscape to consumer experience and involvement with event marketing and finally strategies and tactics employed to manage the marketing activities related to events. The use of technology, importance of sponsorship and PR are also considered. International case studies are integrated throughout to show practical realities of marketing and managing events and a range of useful learning aids are incorporated to aid navigation throughout the book, spur critical thinking and further students' knowledge. This accessible and comprehensive account of Events Marketing and Management is essential reading for all students and future managers.

Product Identifiers

Publisher
Routledge
ISBN-10
0415533589
ISBN-13
9780415533584
eBay Product ID (ePID)
117308949

Product Key Features

Author
Ivna Reic
Publication Name
events Marketing Management : a Consumer Perspective
Format
Trade Paperback
Language
English
Publication Year
2016
Type
Textbook
Number of Pages
292 Pages

Dimensions

Item Length
9.7in
Item Height
0.9in
Item Width
6.9in
Item Weight
19.2 Oz

Additional Product Features

Lc Classification Number
Gt3405
Reviews
"With academics' and practitioners' attention being increasingly focussed on the actual marketing of events, the publication of this book is a timely and comprehensive contribution to this vitally important topic. Ivna Reic takes readers beyond the traditional, dominant concepts of marketing to propose a fascinating new framework for the marketing of events, putting consumers at the very centre of events marketing activities - where they belong. An additional strength of 'Events Marketing Management' is the wealth of practical examples and case-studies that effectively illustrate the application of the concepts and models explored in the book."- Dr. Rob Davidson, Managing Director, MICE Knowledge
Table of Content
1. About This Book 2. Defining the Event Industry for Events Marketing 3. Creating Value 4. How Many Ps Are There 5. Environment, Positioning, Differentiation 6. Segmentation 7. The Demand for Events and Their Consumers 8. Customer Motivations Identity Authenticity 9. Introduction to Generic Marketing Communications Strategies 10. Traditional Marketing Tactics 11. New Role of PR in Promoting Events 12. Owning, Buying and Earning Digital Spaces for Events 13. Marketing Planning for Events 14. The future of Events Marketing _A New Model
Copyright Date
2017
Target Audience
College Audience
Topic
Marketing / General, Industries / Hospitality, Travel & Tourism, General, Advertising & Promotion
Illustrated
Yes
Genre
Travel, Business & Economics

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Events Marketing Management : A Consumer Perspective by Ivna Reic (2016, Trade Paperback)

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All listings for this product

item 1 Events Marketing Management by Ivna Reic - Paperback Book

item 2 Events Marketing Management: A consumer perspective by Ivna Reic (English) Paper

item 3 Events Marketing Management : A Consumer Perspective, Paperback by Reic, Ivna...

item 4 Events Marketing Management : A Consumer Perspective, Paperback by Reic, Ivna...

item 5 Events Marketing Management: A Consumer Perspective

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