Reic, Ivna Primary Author mixed material bibliography New York Routledge 2017 monographic en English

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292p This textbook provides students with an essential introduction to the theoretical underpinnings and practicalities of managing the marketing of events. In order to market events effectively, it is vital to consider marketing of events from the organiser's perspective and to link it to that of the consumers attending events. As such, this is the first book on the topic which reflects the unique characteristics of marketing in the Events industry by exploring both sides of the marketing coin - the supply and the demand - in the specific context of events. The book takes the reader from core marketing mix principles to exploring the event marketing landscape to consumer experience and involvement with event marketing and finally strategies and tactics employed to manage the marketing activities related to events. Special Event 394.29780415533577 Podomoro University Digital Library 394.2 Rei e 2017.06.2171 My Library 394.2 Rei e event_marketing.jpg.jpg 1875 2017-05-24 09:04:56 2017-05-24 09:05:22 machine generated