Description

This book seeks to provide students and event managers with a complete insight into the strategic and innovative marketing of events of all scales and types. 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 organisational marketing.This book seeks to provide students and event managers with a complete insight into the strategic and innovative marketing of events of all scales and types. 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 organisational marketing.