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Innovative marketing communications = strategies for the events industry /

紀錄類型:	書目-電子資源 : 單行本
正題名/作者:	Innovative marketing communications/ Guy Masterman, Emma H. Wood.
其他題名:	strategies for the events industry /
作者:	Masterman, Guy.
其他作者:	Wood, Emma H.
出版者:	Oxford ;Elsevier/Butterworth-Heinemann, : 2006.,
面頁冊數:	1 online resource (xxi, 322 p.) :ill. :
標題:	Special events - Management. -
電子資源:	http://www.sciencedirect.com/science/book/9780750663618
ISBN:	9780750663618

Innovative marketing communications = strategies for the events industry /
Masterman, Guy.

Innovative marketing communicationsstrategies for the events industry /[electronic resource] :Guy Masterman, Emma H. Wood. - Oxford ;Elsevier/Butterworth-Heinemann,2006. - 1 online resource (xxi, 322 p.) :ill. - Events management series. - Events management series..

Includes bibliographical references and indexes.

Tables. Figures. Case Studies. Introduction. Section One: Integrated Marketing Communications: Chapter 1:Marketing Communications Planning. Chapter 2:Research and Analysis. Chapter 3: Communications Objectives and Targeting. Chapter 4: Communications Strategy. Section Two: Communications Toolkit; Chapter 5: Public Relations. Chapter 6: E-Marketing Communications. Chapter 7: Advertising. Chapter 8: Event Sponsorship Programmes. Chapter 9: Sales Promotion. Chapter 10: Direct and Relationship Marketing. Section Three: Events as Communications Tools; Chapter 11: Promotional Events. Chapter 12: Corporate Sponsorship of Events. Chapter 13: Corporate Hospitality. Section Four: Ensuring Future Success; Chapter 14: Implementation, Evaluation and Control. Chapter 15: Trends and Forecasts. Index.

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.

ISBN: 9780750663618

Source: 104802:104827Elsevier Science & Technologyhttp://www.sciencedirect.com

UkSubjects--Topical Terms:

292288
Special events
--Management.Index Terms--Genre/Form:

96803
Electronic books.

LC Class. No.: GT3405 / .M37 2006

Dewey Class. No.: 394.2068

Innovative marketing communications = strategies for the events industry /
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300 $a 1 online resource (xxi, 322 p.) : $b ill.
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520 $a 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.
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