Innovative Marketing Communications

Strategies for the Events Industry

Guy Masterman, Emma H. Wood - Collection Events Management Series

322 pages, parution le 12/10/2005

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Résumé

The use of events as communications tools is not new practice. The ancient Greeks and Romans were early event managers who delivered events to achieve the contemporarily familiar objectives of cultural, economical, social and political development. As event managers they had to fill stadia and arenas and in so doing were also early implementers of marketing communications. So what has changed? Importandy, the increased and now substantial numbers of event organizations and providers in today's events industry has led to considerably increased customer choice and with that increased expectations. This in turn has meant that the events industry has become so sophisticated and competitive that in order to gain a competitive advantage, innovation has become a critical factor for success.

Innovative Marketing Communications: Strategies for the events industry is a first for the industry. Whilst event-marketing texts have emerged in recent years, there have been none that have focused on the process of researching, planning and implementing marketing communications specifically for events or for the use of events as marketing communications tools. This book considers that process in four sections:

An approach for integrated marketing communications in the events industry
The identification and evaluation of the communications tools available for the marketing of events
An analysis of the implementation of events as corporate communications tools
The requirements for ensuring future communications success.

Innovative Marketing Communications: Strategies for the events industry is a blend of theory, research and industry best practice, and is further brought to life via the use of event examples that cover the full range of organizational types operating in event markets around the world. In particular, key case studies include analysis of:

Witnness Festival
The Tour de France
The Sundance Film Festival
American Express
Procter and Gamble
Gillette
Liverpool, European Capital city of Culture 2008

L'auteur - Guy Masterman

Guy Masterman is Assistant Professor in Sports Management at the Tisch Center for Hospitality, Tourism and Sports Management at New York University. He was previously at the UK Centre for Events Management, Leeds Metropolitan University, where he helped found and then lead the first Masters Degree in Events Management. He has worked in the sports and events industries for over 25 years, the last 15 of which were spent as an independent consultant.

L'auteur - Emma H. Wood

Emma H. Wood is Research Co-ordinator and Senior Lecturer in Events Marketing at the UK Centre for Events Management, Leeds Metropolitan University. She has considerable experience of marketing management within a range of industries and has worked in the UK, South East Asia and Australia.

Sommaire

List of Figures
List of Tables
Case Studies
Series Editors
About the authors
Series Preface
Introduction
Integrated Marketing Communications
Communications Toolkit
Events as Communications Tools
Ensuring Future Success
Appendix
Author Index
Subject Index

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Elsevier
Auteur(s)	Guy Masterman, Emma H. Wood
Collection	Events Management Series
Parution	12/10/2005
Nb. de pages	322
Format	19 x 24,5
Couverture	Broché
Poids	671g
Intérieur	Noir et Blanc
EAN13	9780750663618
ISBN13	978-0-750-66361-8