Innovative Marketing Communications

1st Edition

Strategies for the Events Industry

Authors: Guy Masterman Emma Wood
Paperback ISBN: 9780750663618
Imprint: Butterworth-Heinemann
Published Date: 3rd October 2005
Page Count: 288


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Table of 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


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.

Key Features

  • How to effectively integrate the range of marketing tools and techniques to communicate and promote events
  • How organisations can use events within their communication strategies in order to improve their organisational marketing
  • How and why communications strategies need to be included in the overall plan for effective and successful long term planning


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.


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The introductory pages outline what the book is about and provides a synopsis of the coming chapters. An exemplary beginning, it gives a really clear and concise indication of what the reader could expect from the text.-Paul Weeks, Southern Cross University, Australia

About the Authors

Guy Masterman Author

Currently the Head of Sport at Sheffield Hallam University. Guy was Assistant Professor at the Sports Management Tisch Center for Hospitality, Tourism & Sports Management at New York University.

Affiliations and Expertise

Head of Sports Sciences, University of Northumbria, UK

Emma Wood Author

Affiliations and Expertise

Centre for Events Management, Leeds Metropolitan University