Experiences, encounters and events have come to play an ever-growing role in marketing as their impact is more fully understood. As a profession, however, event marketing is still a relatively new field, with most available literature covering practical project management rather than the strategy behind including events in a marketing campaign. Addressing this gap, Events as a Strategic Marketing Tool 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, Events as a Strategic Marketing Tool provides an engaging resource for both students and professionals interested in leisure, tourism and events. Including a wealth of internationally relevant examples, it gives a thorough insight into the way events can help reach strategic marketing goals.
Dorothe Gerritsen and Ronald van Olderan are based at the NHTV Breda University of Applied Science, Netherlands
a: About the Authors b: Preface PART I: Plan 1: Introduction: Using Events as a Strategic Marketing Tool 2: Trends and Developments: Consumers' Pursuit of Happiness 3: Event Marketing 4: Events and Customer Relationship Marketing 5: Events and Marketing Communication 6: Events and Branding (Internal and External) 7: Events and City Marketing: the Role of Events in Cities PART II: Do 8: The Translation of Strategy into Concept 9: Touchpoints 9.1: Appendices to chapter 9 c: Touchpoint models for trade fairs and corporate events c1: Touchpoint model for trade fairs c2: Touchpoint model for corporate events PART III: Check 10: Effect Measurement and Evaluation 10.1: Appendices to chapter 10 d: Effect measurement and evaluation d1: The ROI Model of Jack Phillips d2: The model of Wunsch: Return on Communication d3: Economic Impact Study - European Swimming Championships Eindhoven 2008 - A study of the economic impact of the European Swimming Championships on the city of Eindhoven d4: Economic Impact Study - World Cyclo-Cross Championships 2009 - A study of the economic impact of the World Cyclo-Cross Championships in Hoogerheide in 2009 d5: Amstel Gold Race 2008 - A study of the host community's perception of the effects of large-scale sports events e: Bibliography f: Websites g: Professional journals h: Index