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Innovative marketing communications = strategies for the events industry /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Innovative marketing communications/ Guy Masterman, Emma H. Wood.
Reminder of title:	strategies for the events industry /
Author:	Masterman, Guy.{me_controlnum}
other author:	Wood, Emma H.
Published:	Oxford ;Elsevier/Butterworth-Heinemann, : 2006.,
Description:	1 online resource (xxi, 322 p.) :ill.
[NT 15003449]:	Tables. Figures. Case Studies. Introduction. Section One: Integrated Marketing Communications: Chapter 1:Marketing Communications Planning. Chapter 2:Research and Analysis. Chapter 3: Communications Objectives and Targeting. Chapter 4: Communications Strategy. Section Two: Communications Toolkit; Chapter 5: Public Relations. Chapter 6: E-Marketing Communications. Chapter 7: Advertising. Chapter 8: Event Sponsorship Programmes. Chapter 9: Sales Promotion. Chapter 10: Direct and Relationship Marketing. Section Three: Events as Communications Tools; Chapter 11: Promotional Events. Chapter 12: Corporate Sponsorship of Events. Chapter 13: Corporate Hospitality. Section Four: Ensuring Future Success; Chapter 14: Implementation, Evaluation and Control. Chapter 15: Trends and Forecasts. Index.
Subject:	Special events - Management. -
Online resource:	http://www.sciencedirect.com/science/book/9780750663618
ISBN:	9780750663618

Innovative marketing communications = strategies for the events industry /
Masterman, Guy.{me_controlnum}

Innovative marketing communicationsstrategies for the events industry /[electronic resource] :Guy Masterman, Emma H. Wood. - Oxford ;Elsevier/Butterworth-Heinemann,2006. - 1 online resource (xxi, 322 p.) :ill. - Events management series. - Events management series..

Includes bibliographical references and indexes.

Tables. Figures. Case Studies. Introduction. Section One: Integrated Marketing Communications: Chapter 1:Marketing Communications Planning. Chapter 2:Research and Analysis. Chapter 3: Communications Objectives and Targeting. Chapter 4: Communications Strategy. Section Two: Communications Toolkit; Chapter 5: Public Relations. Chapter 6: E-Marketing Communications. Chapter 7: Advertising. Chapter 8: Event Sponsorship Programmes. Chapter 9: Sales Promotion. Chapter 10: Direct and Relationship Marketing. Section Three: Events as Communications Tools; Chapter 11: Promotional Events. Chapter 12: Corporate Sponsorship of Events. Chapter 13: Corporate Hospitality. Section Four: Ensuring Future Success; Chapter 14: Implementation, Evaluation and Control. Chapter 15: Trends and Forecasts. Index.

Innovative Marketing Communications for Events Management provides students and event managers with a complete insight into the strategic and innovative marketing of events of all scales and nature. The book builds a conceptual framework for the development, planning, implementation and evaluation of innovative communication strategies for the marketing of events, and the effective use of events as an innovative communications method in general organizational marketing. With a strong practical underpinning, Innovative Marketing Communications for Events Management emphasises to event managers the importance of effectively integrating a range of tools and techniques to communicate the event and provides them with a better understanding of how a variety of private and public sector organisations can use events within their communication strategies. * How to effectively integrate the range of marketing tools and techniques to communicate and promote events * How organisations can use events within their communication strategies in order to improve their organisational marketing * How and why communications strategies need to be included in the overall plan for effective and successful long term planning.

ISBN: 9780750663618

Source: 104802:104827Elsevier Science & Technologyhttp://www.sciencedirect.com

UkSubjects--Topical Terms:

725901
Special events
--Management.Index Terms--Genre/Form:

542853
Electronic books.

LC Class. No.: GT3405 / .M37 2006

Dewey Class. No.: 394.2068

Innovative marketing communications = strategies for the events industry /
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008 120605s2006 enka foab 001 0 eng d
016 7 $z 013080359 $2 Uk
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020 $a 0080492746 (electronic bk.)
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035 $a ocn474951982
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082 0 4 $a 394.2068 $2 22
100 1 $a Masterman, Guy.{me_controlnum} $3 1457617
245 1 0 $a Innovative marketing communications $h [electronic resource] : $b strategies for the events industry / $c Guy Masterman, Emma H. Wood.
260 $a Oxford ; $a Burlington, MA : $b Elsevier/Butterworth-Heinemann, $c 2006.
300 $a 1 online resource (xxi, 322 p.) : $b ill.
490 1 $a Events management series
504 $a Includes bibliographical references and indexes.
505 0 $a Tables. Figures. Case Studies. Introduction. Section One: Integrated Marketing Communications: Chapter 1:Marketing Communications Planning. Chapter 2:Research and Analysis. Chapter 3: Communications Objectives and Targeting. Chapter 4: Communications Strategy. Section Two: Communications Toolkit; Chapter 5: Public Relations. Chapter 6: E-Marketing Communications. Chapter 7: Advertising. Chapter 8: Event Sponsorship Programmes. Chapter 9: Sales Promotion. Chapter 10: Direct and Relationship Marketing. Section Three: Events as Communications Tools; Chapter 11: Promotional Events. Chapter 12: Corporate Sponsorship of Events. Chapter 13: Corporate Hospitality. Section Four: Ensuring Future Success; Chapter 14: Implementation, Evaluation and Control. Chapter 15: Trends and Forecasts. Index.
520 $a Innovative Marketing Communications for Events Management provides students and event managers with a complete insight into the strategic and innovative marketing of events of all scales and nature. The book builds a conceptual framework for the development, planning, implementation and evaluation of innovative communication strategies for the marketing of events, and the effective use of events as an innovative communications method in general organizational marketing. With a strong practical underpinning, Innovative Marketing Communications for Events Management emphasises to event managers the importance of effectively integrating a range of tools and techniques to communicate the event and provides them with a better understanding of how a variety of private and public sector organisations can use events within their communication strategies. * How to effectively integrate the range of marketing tools and techniques to communicate and promote events * How organisations can use events within their communication strategies in order to improve their organisational marketing * How and why communications strategies need to be included in the overall plan for effective and successful long term planning.
588 $a Description based on print version record.
650 0 $a Special events $x Management. $3 725901
650 0 $a Special events $x Marketing. $3 730771
650 6 $a �Ev�enements sp�eciaux $x Marketing. $3 1457619
655 4 $a Electronic books. $2 lcsh $3 542853
700 1 $a Wood, Emma H. $3 1457618
776 0 8 $i Print version: $a Masterman, Guy. $t Innovative marketing communications. $d Oxford ; Burlington, MA : Elsevier/Butterworth-Heinemann, 2006 $z 0750663618 $z 9780750663618 $w (DLC) 2005925262 $w (OCoLC)57430060
830 0 $a Events management series. $3 1048519
856 4 0 $3 ScienceDirect $u http://www.sciencedirect.com/science/book/9780750663618
938 $a ebrary $b EBRY $n ebr10216762
938 $a Ingram Digital eBook Collection $b IDEB $n 100633
994 $a C0 $b TEF