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Events as a Strategic Marketing Tool

Events as a Strategic Marketing Tool

          
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About the Book

Have you ever been tempted by a credit card company giving away free blankets
or t-shirts at a football game in exchange for a credit card application? Have you
been approached by a skimpily-dressed young woman o ering samples of fruity
alcohol at a local bar? Each of these unique experiences o ers a glimpse at what
twenty- rst century event marketing can be. Experiences, encounters and
events have come to play an ever-growing role in marketing as their impact is
more fully understood. As a profession, however, event marketing is still a
relatively new eld, with most available literature covering practical project management
rather than the strategy behind including events in a marketing campaign.
The events industry now includes events of all sizes from the Olympics
down to business breakfast meetings. Many industries, charitable organizations,
and interest groups hold events in order to market themselves, build business
relationships, raise money or celebrate achievement. Events are considered one
of the strategic marketing and communication tools by companies of all sizes.
From product launches to press conferences, companies create promotional
events to help them communicate with clients and potential clients. A number
of elements such as music, live entertainment or even the particular venue may
be used to in uence the tone and atmosphere of an event. Event marketing
strategies leave a lasting, brand-focused impression of fun by grabbing the
attention of a group of people who are gathered together. If executed successfully,
event marketing will provide each of them with an experience that will
resonate in their minds. The book Event as a Strategic Marketing Tool describes
how events can be used as a strategic tool in marketing practices. The book
addresses the development of the experience economy, events, and event marketing.
Subsequently, the book covers the various areas of marketing within
which experiences play a role, such as branding, relationship marketing and city
marketing.


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Product Details
  • ISBN-13: 9781681174235
  • Publisher: Scitus Academics LLC
  • Binding: Hardback
  • No of Pages: 240
  • Spine Width: 22 mm
  • Width: 256 mm
  • ISBN-10: 1681174235
  • Publisher Date: 01 Jan 2017
  • Height: 247 mm
  • Returnable: N
  • Weight: 752 gr


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