1st Edition

Promoting and Marketing Events Theory and Practice

By Nigel Jackson Copyright 2013
    280 Pages 44 B/W Illustrations
    by Routledge

    274 Pages 44 B/W Illustrations
    by Routledge

    This accessible book introduces students to the theories, concepts and skills required to promote an event successfully. To promote an event effectively it is essential to understand marketing, but it is also important to recognise that it is not just consumers who are the audience: other publics who may not necessarily attend can have a fundamental effect on the success of an event as well. Uniquely therefore, this book covers two related themes: marketing and public relations in an events context. This will offer events planners a comprehensive guide on how to promote events to a range of audiences, and on how to use this to manage an event’s long-term reputation.

    The book focuses on core marketing and PR current theory specifically relevant to the events industry and introduces topics such as marketing strategy, the consumer, marketing PR and how to use the internet to promote events. It integrates a range of international case studies from small-scale events to mega-events to help show how theory can be applied in practice. It further includes inserts of interviews with practitioners in the field, to offer insight into the realities of event communication and to show how to overcome potential pitfalls. Learning outcomes, discussion questions and further reading suggestions are included to aid navigation throughout the book, spur critical thinking and further students’ knowledge.

    The book is essential reading for all students studying Events Management, and provides valuable reading for students, academics and practitioners interested in marketing and public relations in general.

    1. Introduction 2. Communication and Persuasion within Events 3. Marketing your Event 4. The Importance of a Marketing Strategy 5. The Event Marketing Mix 6. Understanding the Consumers of your Event 7. Building your Reputation: The Use of Public Relations 8. Gaining Visibility: Marketing Public Relations 9. Using Media Relations 10. Corporate Public Relations: Building your Reputation 11. Promoting your Event Online 12. Conclusion


    Nigel Jackson is Programme Manager in Events Management at the University of Plymouth.  

    "This book provides a useful introduction to the promotional and public relations aspects of event marketing and will be of most use to undergraduates begiining an event management course.  The use of a wide range of case studies and examples adds to the book's accessibility and practical application" - Emma Wood, International Centre for Events, Tourism and Hospitality Research, Leeds Metropolitan University

    "Promoting and Marketing Events is an excellent resource for an undergraduate event marketing course. This book provides a number of case studies, discussion questions, and additional resources that students can use to immediately apply the theories discussed within the chapter to real-life scenarios. I highly recommend this book to anyone interested in combining how marketing, public relations, and communication are applied to a range of events." - Brianna Newland, Lecturer in Event Management, Victoria University