About this ebook
Fully updated and with new case studies throughout, this second edition reviews the way organizations use events to connect with their visitors. It covers the development of the experience economy, the steps from strategy to concept, event design and touchpoints. It also considers the areas of marketing within which experiences play a role, such as branding, relationship marketing and city marketing. Concluding with a chapter on effect measurement and evaluation, and including a wealth of internationally relevant examples, the book gives a thorough insight into the way events can help reach strategic marketing goals.
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About the author
Dorothé Gerritsen is at NHTV Breda University of Applied Sciences, The Netherlands.
Ronald van Olderen is at NHTV Breda University of Applied Sciences, The Netherlands.
Ronald van Olderen is at NHTV Breda University of Applied Sciences, The Netherlands.
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