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In order to market events effectively it is vital to consider the organiser's perspective and link it to those of the consumers attending. As such, this is the first book on the topic which reflects the unique characteristics of marketing in the Events industry by exploring both sides of the marketing coin - the supply and the demand - in the specific context of events.
The book begins by defining events and the implications this has for their marketing. It then explores the event marketing landscape and discusses the consumer experience. Finally it focuses on the strategies employed to manage the marketing activities related to events. The title introduces the reader to core principals as well as current developments such as e marketing, social media, sponsorship and PR.
Ivna Reic is currently Senior Lecturer in Events Management at the University of Northampton's Faculty of Business and Law where she teaches on the BA Events Management programme. Before moving to Northampton, Ivna was Course Leader for the BA Events Management programmes at London Metropolitan University, where she also taught on postgraduate programmes related to events management and events marketing. Her academic interests include events marketing and consumer psychology, corporate events, as well as exploring the application of general management theories within the area of events management, most notably theories relating to stakeholder management and sustainability.
1. About This Book 2. Defining the Event Industry for Events Marketing 3. Creating Value 4. How Many Ps Are There 5. Environment, Positioning, Differentiation 6. Segmentation 7. The Demand for Events and Their Consumers 8. Customer Motivations Identity Authenticity 9. Introduction to Generic Marketing Communications Strategies 10. Traditional Marketing Tactics 11. New Role of PR in Promoting Events 12. Owning, Buying and Earning Digital Spaces for Events 13. Marketing Planning for Events 14. The future of Events Marketing _A New Model
