Chapter 6 Event marketing and strategy
DOI: 10.23912/9781911635871-4965 | ISBN: 9781911635871 |
Published: January 2022 | Component type: chapter |
Published in: Reimagining and Reshaping Events | Parent DOI: 10.23912/9781911635871-4918 |
Abstract
The term ‘event marketing’ has been used in a range of different ways and given a range of different meanings. While all of these meanings may be appropriate in various contexts, the term utilized in this chapter refers to that part of the event management process that involves the marketing of events and hence, to the market research, promotion and advertising that aims at increasing the number of customers that pay to attend the event. The American Marketing Association defines marketing as “the set of activities, institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large†(www.ama.org). In this vein, event marketing includes the activities, tactics and tools used to communicate and promote the value of events to prospective attendees.
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Contributors
- Jeffrey Wrathall, William Angliss (Author)
- Effie Steriopoulos, William Angliss (Author) https://orcid.org/0000-0003-4615-5393
For the source title:
- Jeffrey Wrathall, William Angliss (Author)
- Effie Steriopoulos, William Angliss (Author) https://orcid.org/0000-0003-4615-5393
Cite as
Wrathall & Steriopoulos, 2022
Wrathall, J. & Steriopoulos, E. (2022) "Chapter 6 Event marketing and strategy" In: Wrathall, J. & Steriopoulos, E. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/9781911635871-4965
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