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Events as a Strategic Marketing Tool

Events as a Strategic Marketing Tool


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About the Book

Events have come to play an ever-growing role in marketing; by connecting products and services with experiences and vice versa, producers can create important added value. Events as a Strategic Marketing Tool, second edition describes how events can be used as a strategic tool in marketing practices.

Fully updated throughout, this new edition reviews the way organizations utilize events to connect with their visitors. It covers the development of the experience economy, the step from strategy to concept, event design and touchpoints. Written in an accessible style, it also considers the areas of marketing within which experiences play a role, such as branding, relationship marketing and city marketing. Concluding with a chapter on effect measurement and evaluation. Including a wealth of internationally relevant examples, it gives a thorough insight into the way events can help reach strategic marketing goals. It will provide an engaging resource for both students and professionals interested in leisure, tourism and events.


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Product Details
  • ISBN-13: 9781789242300
  • Publisher: Cabi
  • Publisher Imprint: Cabi
  • Height: 244 mm
  • No of Pages: 312
  • Spine Width: 15 mm
  • Width: 185 mm
  • ISBN-10: 1789242304
  • Publisher Date: 12 May 2020
  • Binding: Paperback
  • Language: English
  • Returnable: Y
  • Weight: 672 gr


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