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Innovative Marketing Communications : Events Management - Guy Masterman

Innovative Marketing Communications

Events Management

Paperback

Published: 3rd October 2005
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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.
* How to effectively integrate the range of marketing tools and techniques to communicate and promote events
* How organisations can use events within their communication strategies in order to improve their organisational marketing
* How and why communications strategies need to be included in the overall plan for effective and successful long term planning

The introductory pages outline what the book is about and provides a synopsis of the coming chapters. An exemplary beginning, it gives a really clear and concise indication of what the reader could expect from the text.-Paul Weeks, Southern Cross University, Australia

Tables
Figures
Case Studies
Introduction
Integrated Marketing Communications
Marketing Communications Planning
Research and Analysis
Communications Objectives and Targeting
Communications Strategy
Communications Toolkit
Public Relations
E-Marketing Communications
Advertising
Event Sponsorship Programmes
Sales Promotion
Direct and Relationship Marketing
Events as Communications Tools
Promotional Events
Corporate Sponsorship of Events
Corporate Hospitality
Ensuring Future Success
Implementation, Evaluation and Control
Trends and Forecasts
Index
Table of Contents provided by Publisher. All Rights Reserved.

ISBN: 9780750663618
ISBN-10: 0750663618
Series: Events Management
Audience: Tertiary; University or College
Format: Paperback
Language: English
Number Of Pages: 322
Published: 3rd October 2005
Publisher: BUTTERWORTH-HEINEMANN
Country of Publication: GB
Dimensions (cm): 24.59 x 18.9  x 1.85
Weight (kg): 0.67
Edition Number: 1