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Events as a Strategic Marketing Tool

By Dorothé Gerritsen, Ronald van Olderen
Paperback
$84.00
By Dorothé Gerritsen, Ronald van Olderen
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Events have come to play an ever-growing role in marketing; by connecting products and services with experiences and vice versa, producers can create important added value. Events as a Strategic Marketing Tool, 2nd edition describes how events can be used as a strategic tool in marketing practices.Fully updated and with new case studies throughout, this second edition reviews the way organizations use events to connect with their visitors. It covers the development of the experience economy...

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BusinessManagement & LeadershipMarketing & SalesIndustriesMarketingConsumer IndustriesStrategic ManagementMarketing - General & MiscellaneousRecreation & Entertainment Industries - Hospitality & TourismStrategic planning