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Marketing Destinations and Venues for Conferences, Conventions and Business Events - 1st Edition - ISBN: 9780750667005, 9780080459066

Marketing Destinations and Venues for Conferences, Conventions and Business Events

1st Edition

Authors: Tony Rogers Rob Davidson
Paperback ISBN: 9780750667005
eBook ISBN: 9780080459066
Imprint: Butterworth-Heinemann
Published Date: 25th April 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
Review and discussion questions
Sources

5. MARKETING COMMUNICATIONS FOR DESTINATIONS AND VENUES: PRINCIPLES AND THEORIES

Introduction
The communications process
The messages to be communicated to the market
Customer relationship management
Direct marketing
Publications
Exhibiting at trade shows
The role of advertising
The characteristics and role of public relations
The objectives of ambassador programmes
Summary
Review and discussion questions
Sources

6. MARKETING COMMUNICATIONS FOR DESTINATIONS AND VENUES I: PRACTICE

Introduction
Effective use of publications, including web sites and electronic brochures
Effective PR
Effective advertising
Summary
Review and discussion questions

7. MARKETING COMMUNICATIONS FOR DESTINATIONS AND VENUES II: PRACTICE

Introduction
Exhibiting at trade shows
Organising workshops and roadshows
Running familiarisation trips and educationals
Organising effective ambassador programmes
Summary
Review and discussion questions
Sources

8. SALES STRATEGIES FOR DESTINATIONS AND VENUES: PRINCIPLES AND THEORIES

Introduction
The role of personal selling
The uses of sales promotion
The management of a sales force
Yield management
Summary
Review and discussion questions
Sources

9. SALES STRATEGIES FOR DESTINATIONS AND VENUES: PRACTICE

Introduction
Destination and venue selling strategies
Handling enquiries effectively
Submitting professional bids and sales proposals
Managing site inspections and showrounds
Negotiation skills
Maximising impact through cross-selling (business extenders)
Summary
Review and discussion questions
Sources

10. BUILDING EFFECTIVE MARKETING PARTNERSHIPS

Introduction
The role of CVBs in forging partnerships at the destination level
Membership recruitment and retention for DMOs
Working with marketing consortia
Maximising the benefits of membership of trade associations
Harnessing political support through effective lobbying
Summary
Review and discussion questions
Sources

11. CURRENT INITIATIVES IN THE CONFERENCES, CONVENTIONS AND BUSINESS EVENTS SECTOR

Introduction
Research and market intelligence
Terminology
Education and training
Quality standards
Summary
Review and discussion questions
Sources

12. FUTURE TRENDS AND CHALLENGES FOR THE CONFERENCES, CONVENTIONS AND BUSINESS EVENTS SECTOR

Introduction
Future political, economic and social trends
Future challenges and opportunities presented by ICT
Emerging markets
Summary
Review and discussion questions
Sources


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 2006
Published:
25th April 2006
Imprint:
Butterworth-Heinemann
Paperback ISBN:
9780750667005
eBook ISBN:
9780080459066

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 chapter.

It will appeal to an international audience as it uses extended case studies from around the world, including Australia , USA , UK , Italy , Cambodia , Canada and China , which highlight the increasing complexities and dynamics of the conference sector on a global scale. These case studies build on the theoretical development of the subject matter to enhance the learning process, while identify linkages and disparities between reality and theory.

Overall, this book is ideal for both those wishing to gain a comprehensive introduction into the marketing of destinations and venues for conference, convention and business events, whilst also providing detailed analysis for those wishing to develop their knowledge further."
-Dr. Julie Whitfield, Events Management Lecturer, Bournemouth University


About the Authors

Tony Rogers

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

Affiliations and Expertise

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