Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions / Edition 2

Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions / Edition 2

by C. A. Preston, Leonard H. Hoyle
     
 

The Wiley Event Management Series

Practical guidance for launching highly visible event marketing campaigns

The new and fully up-to-date Second Edition of Event Marketing offers a complete set of tools, strategies, and best practices for designing every phase of a successful, integrated marketing campaign for any event—from small conferences and

See more details below

Overview

The Wiley Event Management Series

Practical guidance for launching highly visible event marketing campaigns

The new and fully up-to-date Second Edition of Event Marketing offers a complete set of tools, strategies, and best practices for designing every phase of a successful, integrated marketing campaign for any event—from small conferences and expositions to giant fairs and festivals.

Designing a campaign that attracts attention, motivates people to attend, and achieves the goals of the event organizers requires creativity, effort, and the kind of informed guidance you'll find here. Event Marketing covers every form of promotion, advertising, and public relations, in both traditional and online media. This edition has been thoroughly revised and expanded to include the very latest on social media and online marketing, consumer behavior patterns, and corporate sponsorships. Modern case studies and exhaustive resources make it ideal as both a textbook for students and as an everyday resource for working practitioners.

Features include:

  • In-depth coverage of promotions, advertising, PR, and both traditional and online marketing strategies, as well as budget financing
  • Detailed case studies and analyses of marketing plans for specific events, such as conferences, corporate meetings, large festivals, and more
  • The very latest in current trends and innovations, including digital marketing strategies and social media
  • Comprehensive appendices offering online resources and links to event marketing associations and societies, media tracking services, electronic marketing services, and more

Read More

Product Details

ISBN-13:
9780470891070
Publisher:
Wiley
Publication date:
03/27/2012
Series:
Wiley Event Management Series, #43
Edition description:
New Edition
Pages:
320
Sales rank:
208,917
Product dimensions:
7.50(w) x 9.30(h) x 0.80(d)

Table of Contents

Foreword—Liz Bigham viii

Series Editor Foreword—Dr. Joe Goldblatt, CSEP ix

Preface xi

In Appreciation Of xviii

1 What Is an Event and What Is Event Marketing? 1

2 The Evolution of Event Marketing 27

3 The Theory and Practice of Event Marketing 49

4 Sponsorship and Cause-Related Event Marketing 87

5 E-Event Marketing 111

6 Entertainment and Festival Event Marketing 137

7 Corporate Event Marketing 163

8 Association, Convention, and Exhibition Event Marketing185

9 Social Event Marketing 211

10 Future Forces and Trends in Event Marketing 231

11 Event Marketing Case Studies 255

12 Resources 273

Index 294

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >