Marketing Destinations and Venues for Conferences, Conventions and Business Events

1st Edition

Authors: Tony Rogers Rob Davidson
Paperback ISBN: 9780750667005
Imprint: Butterworth-Heinemann
Published Date: 8th May 2006
Page Count: 296

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Table of Contents

Foreword Preface List of Case Studies 1. The Role of Marketing and Selling in the Business Events Sector Introduction The history of the conference industry The products of the conference market The stakeholders operating in the conference market The role of marketing in the conference industry The impacts of the conference industry on the economy, the environment and the culture of the destination Summary Review and discussion questions Sources 2. THE MARKETING ENVIRONMENT FOR DESTINATIONS Introduction Disintermediation Destination marketing or destination management? Product development and investment Funding Accessibility and disability Crisis communications and issues management Summary Review and discussion questions Sources 3. THE MARKETING ENVIRONMENT FOR VENUES Introduction The growth in the supply of conference venues The changing design of conference venues Conference venues’ use of technology Conference venues and the environment Summary Review and discussion questions Sources 4. MARKETING PLANNING FOR DESTINATIONS AND VENUES: PRINCIPLES AND THEORIES Introduction The purpose of marketing plans The use of marketing research Market segmentation The positioning and branding of products The marketing mix The need for evaluation and monitoring of marketing plans Summary R

Description

Marketing Destinations and Venues for Conferences, Conventions and Business Events covers key areas in marketing and promotion, such as:

  • Trends and issues in destination and venue marketing
  • Strategic marketing planning, ROI and strategy evaluation
  • Destination and venue selling strategies
  • Future challenges, opportunities and supply-side developments

Key Features

  • Author commentary and international case studies identifies 'best practice' in marketing and promotion * Pulls together in one volume the latest ideas, research, and current and future trends
  • Chapter outlines, objectives, learning outcomes, case studies, conclusions with Q&As, further reading and weblinks encourage progressive learning

Readership

Levels 3 and above Events Management degree courses and related options; Masters students on conversion courses; Practitioners.


Details

No. of pages:
296
Language:
English
Copyright:
© Butterworth-Heinemann 2005
Published:
Imprint:
Butterworth-Heinemann
Paperback ISBN:
9780750667005

Reviews

"an excellent example of co-operation between education and industry and of knowledge transfer." - Geoffrey Copland, Vice Chancellor, University of Westminster, UK "It mixes an academic appreciation of the conference landscape with a practical outlook that venue and destination managers could find useful on a day-to-day basis. The book expertly dissects the marketplace, explaining how its components and players interact, and provides updates on some of the ways the market is changing, noting how trends such as disintermediation and demands for environmental impact assessments are shaping the sector. Each section is well signposted with a summary of chapter contents and learning outcomes, with a list of follow-up reading and some case studies at the end. These are of particular interest because they cover a range of challenges different venues or destinations have faced, from Toronto's response to SARS, to Edinburgh's ambassador programme. Although the tone of the book sometimes betrays the fact that it is also aimed at students, experienced practitioners will find plenty of food for thought." - Conference & Incentive Travel, July/August 2006 "This book offers a valuable insight into the marketing of destinations and venues. It is as much at home within an academic library as it is within a destination and venue marketing practitioner's office. Each chapter states clear and concise learning outcomes. These are followed by structured chapters which provide a clear and thought provoking review of relevant literature that offers both students and industry professionals logical development of the subject matter. This book is ideal to assist any structured learning process, be it undergraduate, postgraduate or professional development, through its use of review and discussion questions at the end of each chapte


About the Authors

Tony Rogers Author

Tony Rogers is the Executive Director of two British conference industry associations: the British Association of Conference Destinations (a post he has held since 1989), and the Association of British Professional Conference Organisers (since 2000). He chairs the Research Working Group of the (UK) Business Tourism Partnership, and regularly writes articles on the conference industry for a range of industry publications.

Affiliations and Expertise

Chief Executive, British Association of Conference Destinations (BACD) and Executive Director of the Association of British Professional Conference Organisers (ABPCO)

Rob Davidson Author

Affiliations and Expertise

Senior Lecturer in Business Travel & Tourism, University of Westminster, UK