Event Marketing

Intro -- Title -- Copyright -- Table of Contents -- Introduction -- 1 Events and Business Communication -- 1 Some definitions -- 2 Relevant distinctions (i): Objectives and targets -- 3 Relevant distinctions (ii): Event characteristics -- 4 Perspectives on events and plan of the book -- 2 Events as Communication Instruments -- 1 Managing the event process -- 2 Fundamental decisions -- 3 Evaluating event results -- 4 The agency perspective -- 3 Event Communication by Alessandra Lanza -- 1 Foreword: An event as a communication tool which in turn requires communication -- 2 Event Communication Specialist -- 3 Objective, Target Audience, Message: Language and branding of an event -- 4 Date, location, content: The operational elements of an event as communication tools -- 5 Event communication strategy -- 6 Traditional communication vs. non-traditional communication -- 7 Conclusions -- 4 Events as Experiences -- 1 The ingredients of good experiences are made of -- 2 Managing the event experience lifecycle -- 5 Events as Rituals -- 1 A cultural view of business communication events -- 2 Events and sense-making -- 3 Events and community -- 4 Events, power and conflict -- 6 Events as Projects -- 1 Event project management -- 2 Event risk management -- 7 Trade Fairs -- 1 Evolution of trade fairs and recent trends -- 2 Business-to-business versus business-to-consumer events -- 3 Key managerial challenges -- 8 Events as Place Marketing Instruments -- 1 The impact of events on host areas and communities -- 2 The contributions of events to place-marketing -- References -- About the Authors