Gerritsen, Dorothe
Events as a strategic marketing tool / Dorothe Gerritsen, Ronald van Olderen ; with the cooperation of Moniek Hover, Jacco van Mierlo, Margo Rooijackers, Thomas van Velthoven. - Oxfordshire : CAB International, c2014. - x, 285 p. : ill. ; 25 cm. - CABI tourism texts .
Includes bibliographical references and index.
PART I Plan 1 Introduction: Using Events as a Strategic Marketing Tool 2 Trends and Developments: Consumers' Pursuit of Happiness 3 Event Marketing 4 Events and Customer Relationship Marketing 5 Events and Marketing Communication 6 Events and Branding (Internal and External) 7 Events and City Marketing: the Role of Events in Cities PART II Do 8 The Translation of Strategy into Concept 9 Touchpoints Appendices to chapter 9 Touchpoint models for trade fairs and corporate events 1 Touchpoint model for trade fairs 2 Touchpoint model for corporate events PART III Check 10 Effect Measurement and Evaluation Appendices to chapter 10 Effect measurement and evaluation 1 The ROI Model of Jack Phillips 2 The model of Wunsch: Return on Communication 3 Economic Impact Study - European Swimming Championships Eindhoven 2008 A study of the economic impact of the European Swimming Championships on the city of Eindhoven 4 Economic Impact Study - World Cyclo-Cross Championships 2009 A study of the economic impact of the World Cyclo-Cross Championships in Hoogerheide in 2009 5 Amstel Gold Race 2008 A study of the host community's perception of the effects of large-scale sports events.
An important undergraduate textbook for events management, tourism and marketing courses. This highly practical work takes the reader from strategy to concept and includes a chapter on how to measure and evaluate the effectiveness of the event.
9781780642611
2014000456
Strategic planning
Marketing
Special events--Management
HD30.28 / .G46813 2014
658.8/02
Events as a strategic marketing tool / Dorothe Gerritsen, Ronald van Olderen ; with the cooperation of Moniek Hover, Jacco van Mierlo, Margo Rooijackers, Thomas van Velthoven. - Oxfordshire : CAB International, c2014. - x, 285 p. : ill. ; 25 cm. - CABI tourism texts .
Includes bibliographical references and index.
PART I Plan 1 Introduction: Using Events as a Strategic Marketing Tool 2 Trends and Developments: Consumers' Pursuit of Happiness 3 Event Marketing 4 Events and Customer Relationship Marketing 5 Events and Marketing Communication 6 Events and Branding (Internal and External) 7 Events and City Marketing: the Role of Events in Cities PART II Do 8 The Translation of Strategy into Concept 9 Touchpoints Appendices to chapter 9 Touchpoint models for trade fairs and corporate events 1 Touchpoint model for trade fairs 2 Touchpoint model for corporate events PART III Check 10 Effect Measurement and Evaluation Appendices to chapter 10 Effect measurement and evaluation 1 The ROI Model of Jack Phillips 2 The model of Wunsch: Return on Communication 3 Economic Impact Study - European Swimming Championships Eindhoven 2008 A study of the economic impact of the European Swimming Championships on the city of Eindhoven 4 Economic Impact Study - World Cyclo-Cross Championships 2009 A study of the economic impact of the World Cyclo-Cross Championships in Hoogerheide in 2009 5 Amstel Gold Race 2008 A study of the host community's perception of the effects of large-scale sports events.
An important undergraduate textbook for events management, tourism and marketing courses. This highly practical work takes the reader from strategy to concept and includes a chapter on how to measure and evaluate the effectiveness of the event.
9781780642611
2014000456
Strategic planning
Marketing
Special events--Management
HD30.28 / .G46813 2014
658.8/02