Events as a strategic marketing tool

This book is primarily about the way in which organizations utilize events as a marketing tool to reach out to and connect with their visitors. This book has been written based on what is referred to as the EVENTS model, a tool developed to study systematically the strategic use of events. The first part (chapters 1-7) concerns the "plan" phase from the EVENTS model, the second part (chapters 8-9) covers the "do" phase and the third part (chapter 10) relates to the "check" phase. Part I deals first with a number of economic theories in which experiences and events play an important part. In this process, it explains - basically by means of the experience and happiness economy - why events have become such a popular tool over the past couple of years (Chapter 2). It also shows why the contents and form of events are going to change over the years to come. Other themes dealt with in Part I are event marketing (Chapter 3) and the marketing sub-areas in which event marketing is applied. Customer relationship marketing, marketing communication, branding and city marketing are dealt with successively (Chapters 4-7 inclusive). Part II describes how strategic objectives are translated to event concepts and designs. Chapter 8 presents answers to questions such as 'What is a good concept?' and 'What is the difference between an experience and perception?'. Moreover, methods to optimize the visitor experience are dealt with in detail (Chapter 9). In the final part of the book, Chapter 10 explains how event organizers can measure the effects of their events and evaluate the results. The book concludes with an overview of models for effect measurement and practical examples of effect measurement

Business · Event (particle physics) · Geography · Happiness · Marketing plan · Plan (archaeology) · Political science · Process (computing) · Visitor pattern · Computer Science · Engineering · Marketing · Sport and Mega-Event Impacts · Management · Special events · Strategic planning

• Blended learning for an educational event in a leisure context

  M Iglesias, María Jesús Monteagudo Sánchez et al.•World Leisure & Recreation•2021

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