1. About This Book
2. Defining the Event Industry for Events Marketing
3. Creating Value
4. How Many Ps Are There
5. Environment, Positioning, Differentiation
6. Segmentation
7. The Demand for Events and Their Consumers
8. Customer Motivations Identity Authenticity
9. Introduction to Generic Marketing Communications Strategies
10. Traditional Marketing Tactics
11. New Role of PR in Promoting Events
12. Owning, Buying and Earning Digital Spaces for Events
13. Marketing Planning for Events
14. The future of Events Marketing _A New Model
Biography
Ivna Reic is currently Senior Lecturer in Events Management at the University of Northampton’s Faculty of Business and Law where she teaches on the BA Events Management programme. Before moving to Northampton, Ivna was Course Leader for the BA Events Management programmes at London Metropolitan University, where she also taught on postgraduate programmes related to events management and events marketing. Her academic interests include events marketing and consumer psychology, corporate events, as well as exploring the application of general management theories within the area of events management, most notably theories relating to stakeholder management and sustainability.
"With academics' and practitioners' attention being increasingly focussed on the actual marketing of events, the publication of this book is a timely and comprehensive contribution to this vitally important topic. Ivna Reic takes readers beyond the traditional, dominant concepts of marketing to propose a fascinating new framework for the marketing of events, putting consumers at the very centre of events marketing activities - where they belong. An additional strength of 'Events Marketing Management' is the wealth of practical examples and case-studies that effectively illustrate the application of the concepts and models explored in the book." - Dr. Rob Davidson, Managing Director, MICE Knowledge
