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Events have come to play an ever-growing role in marketing; by connecting products and services with experiences and vice versa, producers can create important added value. Events as a Strategic Marketing Tool, second edition describes how events can be used as a strategic tool in marketing practices.
Fully updated throughout, this new edition reviews the way organizations utilize events to connect with their visitors. It covers the development of the experience economy, the step from strategy to concept, event design and touchpoints. Written in an accessible style, it also considers the areas of marketing within which experiences play a role, such as branding, relationship marketing and city marketing. Concluding with a chapter on effect measurement and evaluation. Including a wealth of internationally relevant examples, it gives a thorough insight into the way events canEvents have come to play an ever-growing role in marketing; by connecting products and services with experiences and vice versa, producers can create important added value. Events as a Strategic Marketing Tool, second edition describes how events can be used as a strategic tool in marketing
Framed within basic marketing principles, Marketing for Tourism, Hospitality & Events highlights the global shift in tourism demographics today, placing a particular emphasis on the role of digital technology and its impact on travel products and services. Covering developments across a broad
Prepare for a successful career in social media marketing or a related field with the unique emphasis found only in SOCIAL MEDIA MARKETING: A STRATEGIC APPROACH, 2E. Each chapter in this popular book includes a section on creating a personal brand, which is useful to current or future professionals
This book is designed to help the reader to gain a practical understanding of the strategic marketing process. Through various international cases, the text shows how strategic marketing concepts can be applied to real-life situations, and how marketing solutions are found in different business
Adopted internationally by business schools, MBA programs, and marketing practitioners, The New Strategic Brand Management is the reference source of choice for senior strategists, positioning professionals and postgraduate students. Over the years it has established a reputation as one of the
A thorough update to a best-selling text emphasizing how marketing solves a wide range of health care problems There has been an unmet need for a health care marketing text that focuses on solving real-world health care problems. The all new second edition of Strategic Marketing for Health Care
In Strategic Decisions, Planellas and Muni provide an invaluable tool for anyone facing the challenge of taking strategic decisions. Using their 'circle of strategic decisions' framework, they guide readers smoothly through the decision-making process. Following this, they present thirty of the
This Study Guide for the Fifth Edition of Options as a Strategic Investment will help you maximize your understanding of options, thereby increasing your
'Suspense as sharp as a scalpel's edge. A page-turning, hold-your-breath read' Tami Hoag HEART-STOPPING TERROR Dr Abby Di Matteo has made the best - and the worst - decision of her career. Instead of giving a donor heart to the wealthy patient it's been reserved for, she uses it to save a dying
As this complete collection of her short stories demonstrates, Dorothy Parker's talents extended far beyond brash one-liners and clever rhymes. Her stories not only bring to life the urban milieu that was her bailiwick but lay bare the uncertainties and disappointments of ordinary people living
Marketing is civilized warfare. And as high-tech products become increasingly standardized -- practically identical, from the customer's point of view -- it is marketing that spells life or death for new devices or entire firms. In a book that is as fascinating as it is pragmatic, William H
Adopting an international approach and offering a broader and contemporary perspective, this second edition of Strategic Social Marketing presents social marketing principles in a strategic, critical and reflexive way, illustrating the value of applying marketing to solve social problems,
Through six previous editions, Airline Marketing and Management has established itself as the leading textbook for students of marketing and its application to today's airline industry, as well as a reference work for those with a professional interest in the area. Carefully revised, the seventh
Expanding an organisation internationally presents both opportunities and challenges as marketing departments seek to understand different buying behaviours, power relations, preferences, loyalties and norms. International Marketing offers a uniquely adaptable strategy framework for firms of all
'It won't be much longer now. Keep your head and hold your tongue.'In Shadows Before, events from the past are the catalyst for murder. In hope of a fresh start after being acquitted of the murder of his sister-in-law, Matthew Weir has moved his family to Spanwater, a remote manor in the Cotswolds
As the landscape of marketing knowledge changes, contemporary buyers, be it individuals or organisations are now more informed, more demanding and crave value co-creation with marketers. This, coupled with technological and socio-cultural changes, provides robust evidence that the old perspectives,
The Marketer's Manual to All Things Automated At a time when the importance of understanding the world of automated marketing has never been greater, Marketing Automation Unleashed: The Strategic Path to B2B Growth takes readers on an in-depth exploration of marketing automation and its significant
Examine strategic management with the market-leading book that sets the standard as today's most intellectually rich, practical analysis of strategic management. Written by prominent management scholars and award-winning instructors, Hitt/Ireland/Hoskisson's STRATEGIC MANAGEMENT: COMPETITIVENESS
Amid widespread and increasing alarm in Western strategic and foreign policy circles following Russia's capture of Crimea, support for rebels in Ukraine, and military intervention in Syria, this study provides a timely and sophisticated analysis of the nature and intentions of post-Soviet
Dave Keeling's Independent Thinking on Laughter: Using humour as a tool to engage and motivate all learners is an uplifting manifesto packed with tips and techniques to help educators unleash the power of humour and laughter in the learning environment. Foreword by Ian Gilbert. Education is too
Learn from the leading resource on the latest inbound marketing techniques As the SEO industry undergoes a shift and Google continues to change its algorithm, successful SEO practitioners need to increase their knowledge of a wide range of inbound marketing channels. The Moz Blog is the go-to place
Meet Dorothy Constance Mae Louise, or Dot as she prefers to be
A young supermodel reflects on a series of events that, as a teenager, brought power...then tragedy. Selene and Sophie are typical high-school girls. One day, when Selene's period is used to make her the target of schoolwide humiliation, she realizes it's time for a revolution. Inspired by the
An invaluable tool for beginning students as well as advanced artists, this practical handbook focuses on methods of drawing using the human figure as form. Loaded with practical illustrations, this handy reference covers a variety of methods for charcoal use, including charcoal selection, smudging