Innovative Marketing Communications

Innovative Marketing Communications

3.33 (3 ratings by Goodreads)
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Innovative Marketing Communications for Events Management provides students and event managers with a complete insight into the strategic and innovative marketing of events of all scales and nature. 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 organizational marketing.

With a strong practical underpinning, Innovative Marketing Communications for Events Management emphasises to event managers the importance of effectively integrating a range of tools and techniques to communicate the event and provides them with a better understanding of how a variety of private and public sector organisations can use events within their communication strategies.
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Product details

  • Paperback | 346 pages
  • 191 x 248 x 18.54mm | 680g
  • Butterworth-Heinemann Ltd
  • Oxford, United Kingdom
  • English
  • 0750663618
  • 9780750663618
  • 662,301

Table of contents

Tables. Figures. Case Studies. Introduction. Section One: Integrated Marketing Communications: Chapter 1:Marketing Communications Planning. Chapter 2:Research and Analysis. Chapter 3: Communications Objectives and Targeting. Chapter 4: Communications Strategy. Section Two: Communications Toolkit; Chapter 5: Public Relations. Chapter 6: E-Marketing Communications. Chapter 7: Advertising. Chapter 8: Event Sponsorship Programmes. Chapter 9: Sales Promotion. Chapter 10: Direct and Relationship Marketing. Section Three: Events as Communications Tools; Chapter 11: Promotional Events. Chapter 12: Corporate Sponsorship of Events. Chapter 13: Corporate Hospitality. Section Four: Ensuring Future Success; Chapter 14: Implementation, Evaluation and Control. Chapter 15: Trends and Forecasts. Index
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Review quote

The introductory pages outline what the book is about and provides a synopsis of the coming chapters. An exemplary beginning, it gives a really clear and concise indication of what the reader could expect from the text.-Paul Weeks, Southern Cross University, Australia
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About Guy Masterman

Currently the Head of Sport at Sheffield Hallam University. Guy was Assistant Professor at the Sports Management Tisch Center for Hospitality, Tourism & Sports Management at New York University.
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