关于此电子书
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 event—from 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 you’ll 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:
- In-depth coverage of promotions, advertising, PR, and both traditional and online marketing strategies, as well as budget financing
- Detailed case studies and analyses of marketing plans for specific events, such as conferences, corporate meetings, large festivals, and more
- The very latest in current trends and innovations, including digital marketing strategies and social media
- Comprehensive appendices offering online resources and links to event marketing associations and societies, media tracking services, electronic marketing services, and more
作者简介
CHRIS PRESTON is the program leader of marketing for Queen Margaret University’s Division of Business, Enterprise and Management, in Edinburgh, Scotland. He has extensive experience in the academic world of marketing and events as well as a commercial marketing background at the corporate level.
The late LEONARD HOYLE JR., CAE, CMP, authored the first edition of this book. He was the dean of the American Society of Association Executives’ School of Management, served as chairman of the Convention Industry Council, and was an adjunct professor at The George Washington University.
