000			02102cam a2200241 a 4500
999			_c30075 _d30075
001			65071
020			_a9781138129726
040			_aUKM
082	0	4	_a394.2068
100	1		_aMasterman, Guy _957258
245	1	0	_aInnovative marketing communications : _bstrategies for the events industry _cGuy Masterman, Wood, Emma H.
260			_aNew York : _aBurlington, MA : _bRoutledge, Taylor & Francis Group, _cc2006.
300			_axxi, 322 p. : _bill. ; _c26 cm.
490	0		_aEvents management series
504			_aIncludes bibliographical references and indexes.
505	0		_aTables. 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.
520			_aInnovative 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.
650		0	_aSpecial events _xManagement _950619
650		0	_aSpecial events _xMarketing _957215
700			_aWood, H. Emma _957259
856			_uhttps://uowd.box.com/s/z4t4iasukx0uxzsr3b48fnefcx7ozn4x _zLocation Map
942			_cREGULAR _2ddc