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Chapter 10 Sector focused Approach to Business Events in Manchester

DOI: 10.23912/978-1-911396-91-8-4183

ISBN: 978-1-911396-91-8

Published: September 2019

Component type: chapter

Published in: Event Portfolio Management

Parent DOI: 10.23912/978-1-911396-91-8-4260



This chapter explores the development and planning of a portfolio of business events in Manchester, UK. The portfolio approach combines a strong focus on the city’s key industry sectors with a ‘quality-orientated’ way of event strategy development and implementation. Rather than aiming at filling the event venues with a quantity of random business events, Manchester has successfully secured a number of large-scale conferences with a strong international profile that are aligned with the city’s key industry sectors such as Biomedicine, Healthcare, Sport, IT and Social Science. The city also aims at creating its own business events to fill the gaps in the calendar and prioritise specific areas, Digital or Advanced Materials, for example. The chapter also analyses the nature of the inter-organisational collaboration and joint decision-making in Manchester in relation to the business event sector development and destination promotion. The overall realisation of the business event strategy is guided by Marketing Manchester (MM), a local DMO, and Manchester Convention Bureau (MCB), responsible for event bidding and collaboration with the local, national and international partners and clients. This chapter draws on primary research in the form of document analysis and interviews conducted by the authors with several industry experts, responsible for business event strategy development and destination marketing in Manchester.

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  • Zuzana Vokacova (Author)
  • Vladimir Antchak, University of Derby (Author)

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Vokacova & Antchak, 2019

Vokacova, Z. & Antchak, V. (2019) "Chapter 10 Sector focused Approach to Business Events in Manchester" In: Antchak, V., Ziakas, V. & Getz, D. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/978-1-911396-91-8-4183


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Published in Event Portfolio Management

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