Amazon cover image
Image from Amazon.com

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.

By: Contributor(s): Material type: TextTextLanguage: English Original language: Dutch Series: CABI tourism textsPublication details: Oxfordshire : CAB International, c2014.Description: x, 285 p. : ill. ; 25 cmISBN:
  • 9781780642611
Uniform titles:
  • Event als strategisch marketinginstrument. English
Subject(s): DDC classification:
  • 658.8/02 23
LOC classification:
  • HD30.28 .G46813 2014
Contents:
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.
Summary: 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.
Tags from this library: No tags from this library for this title. Log in to add tags.
Star ratings
    Average rating: 0.0 (0 votes)
Holdings
Item type Current library Call number Status Date due Barcode
REGULAR University of Wollongong in Dubai Main Collection 658.802 GE EV (Browse shelf(Opens below)) Available T0027094

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.

There are no comments on this title.

to post a comment.