Marketing Destinations and Venues for Conferences, Conventions and Business Events

Name: Marketing Destinations and Venues for Conferences, Conventions and Business Events
ISBN: 9780080459066

doi:10.4324/9780080459066

Book

Marketing Destinations and Venues for Conferences, Conventions and Business Events

ABSTRACT

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

The Role of Marketing and Selling in the Convention and 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

chapter 2|28 pages

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

chapter 3|15 pages

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

chapter 4|28 pages

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

chapter 5|15 pages

Marketing Communications for Destinations and Venues: Principles and Theories Introduction The communications process The messages to be communicated to the market Customer relationship management 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

chapter 6|19 pages

Marketing Communications for Destinations and Venues: Practice (I) Introduction Effective use of publications, including websites and electronic brochures Effective PR Effective advertising Summary Review and discussion questions Sources

chapter 7|15 pages

Marketing Communications for Destinations and Venues: Practice (II) Introduction Exhibiting at trade shows Organizing workshops and roadshows Running familiarization trips and educationals Organizing effective ambassador programmes Summary Review and discussion questions Sources

chapter 8|21 pages

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

chapter 9|27 pages

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 Maximizing impact through cross-selling (business extenders) Summary Review and discussion questions Sources

Marketing Destinations and Venues for Conferences, Conventions and Business Events

ABSTRACT

TABLE OF CONTENTS

chapter 1|30 pages

chapter 2|28 pages

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

chapter 3|15 pages

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

chapter 4|28 pages

chapter 5|15 pages

chapter 6|19 pages

Marketing Communications for Destinations and Venues: Practice (I) Introduction Effective use of publications, including websites and electronic brochures Effective PR Effective advertising Summary Review and discussion questions Sources

chapter 7|15 pages

Marketing Communications for Destinations and Venues: Practice (II) Introduction Exhibiting at trade shows Organizing workshops and roadshows Running familiarization trips and educationals Organizing effective ambassador programmes Summary Review and discussion questions Sources

chapter 8|21 pages

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

chapter 9|27 pages

chapter 10|19 pages

Building Effective Marketing Partnerships

chapter 11|28 pages

Current Initiatives in the Conferences, Conventions and Business Events Sector

chapter 12|17 pages

Future Trends and Challenges for the Conferences, Conventions and Business Events Sectors