Innovative Marketing Communications [NOOK Book]

Overview

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...
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Innovative Marketing Communications

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Overview

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.

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. How to effectively integrate the range of marketing tools and techniques to communicate and promote events

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Product Details

  • ISBN-13: 9781136395208
  • Publisher: Taylor & Francis
  • Publication date: 6/1/2007
  • Series: Events Management
  • Sold by: Barnes & Noble
  • Format: eBook
  • Pages: 288
  • File size: 7 MB

Meet the 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.

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Table of Contents

1 Marketing communications planning 3
2 Research and analysis 17
3 Communication objectives and targeting 36
4 Communications strategy 57
5 Public relations 85
6 E-marketing communications 108
7 Advertising 133
8 Event sponsorship programmes 159
9 Sales promotion 177
10 Direct and relationship marketing 193
11 Promotional events 215
12 Corporate sponsorship of events 234
13 Corporate hospitality 256
14 Implementation, evaluation and control 273
15 Trends and forecasts 295
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