Innovative marketing communications : strategies for the events industry
By: Masterman, Guy
Title By: Wood, H. Emma
Material type:
BookSeries: Events management series.Publisher: New York : Burlington, MA : Routledge, Taylor & Francis Group, c2006.Description: xxi, 322 p. : ill. ; 26 cm.ISBN: 9781138129726Subject(s): Special events -- Management | Special events -- MarketingDDC classification: 394.2068 Online resources: Location Map | Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
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| REGULAR | University of Wollongong in Dubai Main Collection | 394.2068 MA IN (Browse shelf) | Available | T0055132 |
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| 394.2068 GE EV Event planning : | 394.2068 JO SU Sustainable event management : | 394.2068 LI PL Planning and managing a corporate event / | 394.2068 MA IN Innovative marketing communications : | 394.2068 MA SP Special event production : | 394.2068 MA SP Special event production : | 394.2068 QU KE Key concepts in events management / |
Includes bibliographical references and indexes.
Tables. Figures. Case Studies. Introduction. Section One: Integrated Marketing Communications: Chapter 1:Marketing Communications Planning. Chapter 2:Research and Analysis. Chapter 3: Communications Objectives and Targeting. Chapter 4: Communications Strategy. Section Two: Communications Toolkit; Chapter 5: Public Relations. Chapter 6: E-Marketing Communications. Chapter 7: Advertising. Chapter 8: Event Sponsorship Programmes. Chapter 9: Sales Promotion. Chapter 10: Direct and Relationship Marketing. Section Three: Events as Communications Tools; Chapter 11: Promotional Events. Chapter 12: Corporate Sponsorship of Events. Chapter 13: Corporate Hospitality. Section Four: Ensuring Future Success; Chapter 14: Implementation, Evaluation and Control. Chapter 15: Trends and Forecasts. Index.
Innovative Marketing Communications for Events Management provides students and event managers with a complete insight into the strategic and innovative marketing of events of all scales and nature. The book builds a conceptual framework for the development, planning, implementation and evaluation of innovative communication strategies for the marketing of events, and the effective use of events as an innovative communications method in general organizational marketing.