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| INNOVATIVE MARKETING COMMUNICATIONS
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Strategies for the Events Industry
To order this title, and for more information, click here
By
Guy Masterman, Head of Sports Sciences, University of Northumbria, UK
Emma Wood, Centre for Events Management, Leeds Metropolitan University
Included in series
Events Management,
Description
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.
With a strong practical underpinning, Innovative
Marketing Communications for Events Management emphasises to event managers the importance of effectively integrating a range
of tools and techniques to communicate the event and provides them with a better understanding of how a variety of private and public
sector organisations can use events within their communication strategies.
Audience
Levels 3 and above of Events Management degree courses and related options (from 2004 there will be over 70 degree courses in Events in
the UK alone. A rapidly growing area). Also Masters students on conversion courses and professionals already in the industry.
Contents
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
| Bibliographic details |
Paperback, 288 pages, publication date: OCT-2005
ISBN-13: 978-0-7506-6361-8
ISBN-10: 0-7506-6361-8
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
EUR 48.95
USD 51.95
GBP 34.99
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Last update: 5 Sep 2009
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