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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

10.23912/9781911635871-4965

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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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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Published in Reimagining and Reshaping Events

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