ABSTRACT
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.
TABLE OF CONTENTS
part |81 pages
Integrated Marketing Communications
chapter |14 pages
Marketing Communications Planning
chapter |19 pages
Research and Analysis
chapter |21 pages
Communication Objectives and Targeting
chapter |25 pages
Communications Strategy
part |130 pages
Communications Toolkit
chapter |23 pages
Public Relations
chapter |25 pages
E-Marketing Communications
chapter |26 pages
Advertising
chapter |18 pages
Event Sponsorship Programmes
chapter |16 pages
Sales Promotion
chapter |20 pages
Direct and Relationship Marketing
part |58 pages
Events as Communications Tools
chapter |19 pages
Promotional Events
chapter |22 pages
Corporate Sponsorship of Events
chapter |15 pages
Corporate Hospitality
part |38 pages
Ensuring Future Success