Events as a strategic marketing tool
著者
書誌事項
Events as a strategic marketing tool
(CABI tourism texts)
CABI, c2014
- タイトル別名
-
Het event als strategisch marketinginstrument
大学図書館所蔵 全3件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Translation of: Het event als strategisch marketinginstrument. Bussum : Coutinho, 2011
Includes bibliographical references (p. 269-277) and index
内容説明・目次
内容説明
Experiences, encounters and events have come to play an ever-growing role in marketing as their impact is more fully understood. As a profession, however, event marketing is still a relatively new field, with most available literature covering practical project management rather than the strategy behind including events in a marketing campaign. Addressing this gap, Events as a Strategic Marketing Tool reviews the way organizations utilize events to connect with their visitors. It covers the development of the experience economy, the step from strategy to concept, event design and touchpoints. Written in an accessible style, 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, Events as a Strategic Marketing Tool provides an engaging resource for both students and professionals interested in leisure, tourism and events. Including a wealth of internationally relevant examples, it gives a thorough insight into the way events can help reach strategic marketing goals.
目次
a: About the Authors b: Preface PART I: Plan 1: Introduction: Using Events as a Strategic Marketing Tool 2: Trends and Developments: Consumers' Pursuit of Happiness 3: Event Marketing 4: Events and Customer Relationship Marketing 5: Events and Marketing Communication 6: Events and Branding (Internal and External) 7: Events and City Marketing: the Role of Events in Cities PART II: Do 8: The Translation of Strategy into Concept 9: Touchpoints 9.1: Appendices to chapter 9 c: Touchpoint models for trade fairs and corporate events c1: Touchpoint model for trade fairs c2: Touchpoint model for corporate events PART III: Check 10: Effect Measurement and Evaluation 10.1: Appendices to chapter 10 d: Effect measurement and evaluation d1: The ROI Model of Jack Phillips d2: The model of Wunsch: Return on Communication d3: Economic Impact Study - European Swimming Championships Eindhoven 2008 - A study of the economic impact of the European Swimming Championships on the city of Eindhoven d4: Economic Impact Study - World Cyclo-Cross Championships 2009 - A study of the economic impact of the World Cyclo-Cross Championships in Hoogerheide in 2009 d5: Amstel Gold Race 2008 - A study of the host community's perception of the effects of large-scale sports events e: Bibliography f: Websites g: Professional journals h: Index
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