Events as a strategic marketing tool /
By: Gerritsen, Dorothe
Title By: Olderen, Ronald Van | Hover, Moniek | Mierlo, Jacco Van | Rooijackers, Margo | Velthoven, Thomas Van
Material type:
BookSeries: CABI tourism texts.Publisher: Oxfordshire : CAB International, c2014.Description: x, 285 p. : ill. ; 25 cm.ISBN: 9781780642611Uniform titles: Event als strategisch marketinginstrument. English Subject(s): Strategic planning | Marketing | Special events -- ManagementDDC classification: 658.8/02 | Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 658.802 GE EV (Browse shelf) | Available | T0027094 |
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| 658.802 FI MA Marketing communications : discovery, creation and conversations | 658.802 FR CH The channel advantage. | 658.802 FU ND Fundamentals of public relations and marketing communications in Canada / | 658.802 GE EV Events as a strategic marketing tool / | 658.802 GL OB Global marketing strategies for the promotion of luxury goods | 658.802 GO UP Uprising : | 658.802 GR GR The green marketing manifesto / |
Includes bibliographical references and index.
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.
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.