Innovative Marketing Communications

Innovative Marketing Communications

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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.An example of business-to-business viral marketing is provided by a campaign developed by e-traction for Conference ... Although this technique entails insubstantial media costs, there are other costs in the initial set up of e-viral campaigns.

Title:Innovative Marketing Communications
Author:Guy Masterman, Emma Wood
Publisher:Routledge - 2007-06-01


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