event marketing CATERING & EVENTS THE WILEY EVENT MANAGEMENT SERIES practical guidance for launching highly visible event marketing campaigns The new and fully up-to-date Second Edition of Event Marketing offers a complete set of tools, strategies, and best practices for designing every phase of a successful, integrated marketing campaign for any eventfrom small conferences and expositions to giant fairs and festivals. Designing a campaign that attracts attention, motivates people to attend, and achieves the goals of the event organizers requires creativity, effort, and the kind of informed guidance youOll find here. Event Marketing covers every form of promotion, advertising, and public relations, in both traditional and online media. This edition has been thoroughly revised and expanded to include the very latest on social media and online marketing, consumer behavior patterns, and corporate sponsorships. Modern case studies and exhaustive resources make it ideal as both a textbook for students and as an everyday resource for working practitioners. Features include: O In-depth coverage of promotions, advertising, PR, and both traditional and online marketing strategies, as well as budget financing O Detailed case studies and analyses of marketing plans for specific events, such as conferences, corporate meetings, large festivals, and more O The very latest in current trends and innovations, including digital marketing strategies and social media O Comprehensive appendices offering online resources and links to event marketing associations and societies, media tracking services, electronic marketing services, and more
Foreword Liz Bigham viii Series Editor Foreword Dr. Joe Goldblatt, CSEP ix Preface xi In Appreciation Of xviii 1 What Is an Event and What Is Event Marketing? 1 2 The Evolution of Event Marketing 27 3 The Theory and Practice of Event Marketing 49 4 Sponsorship and Cause-Related Event Marketing 87 5 E-Event Marketing 111 6 Entertainment and Festival Event Marketing 137 7 Corporate Event Marketing 163 8 Association, Convention, and Exhibition Event Marketing 185 9 Social Event Marketing 211 10 Future Forces and Trends in Event Marketing 231 11 Event Marketing Case Studies 255 12 Resources 273 Index 294
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