Events as a Strategic Marketing Tool
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This book describes how events can be used as a strategic tool in marketing practices. It addresses the development of the experience economy, events, and event marketing, areas of marketing within which experiences play a role, such as branding and city marketing, and the step from strategy to concept, discussing event design and touchpoints.
| Autor: | Gerritsen, Dorothe; van Olderen, Ronald |
| Nakladatel: | CABI Publishing |
| ISBN: | 9781780642611 |
| Rok vydání: | 2014 |
| Jazyk : | Angličtina |
| Vazba: | Paperback |
| Počet stran: | 256 |
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