Innovative Marketing Communications: Strategies for the Events Industry (Events Management)

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. * How to effectively integrate the range of marketing tools and techniques to communicate and promote events * How organisations can use events within their communication strategies in order to improve their organisational marketing* How and why communications strategies need to be included in the overall plan for effective and successful long term planning 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. * How to effectively integrate the range of marketing tools and techniques to communicate and promote events * How organisations can use events within their communication strategies in order to improve their organisational marketing * How and why communications strategies need to be included in the overall plan for effective and successful long term planning "This book 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 organisational types operating in event markets around the world. Analysed case studies include: Witness Festival, Tour de France, Sundance Film Festival, American Express, Procter and Gamble, Gillette and Liverpool, European Capital of Culture 2008." --Cover Front cover; copyright; Contents; front matter; List of Figures; List of Tables; Case Studies; Series Editors; About the authors; Series Preface; Introduction; body; Section One Integrated Marketing Communications; Section Two Communications Toolkit; Section Three Events as Communications Tools; Section Four Ensuring Future Success; back matter; Appendix; indices; Author Index; Subject Index. A vital resource for event managers and students in light of current theory, practice, and new technologies.