Events Marketing Management

This textbook provides students with an essential introduction to the theoretical underpinnings and practicalities of managing the marketing of events.

In order to market events effectively, it is vital to consider marketing from the organiser’s perspective and link it to that of the consumers attending events. As such, Events Marketing Management is the first book on the topic which reflects the unique characteristics of marketing in the events industry by exploring both sides of the marketing coin – the supply and the demand – in the specific context of events.

The book takes the reader from core marketing mix principles through exploring the event marketing landscape, to consumer experience and involvement with event marketing, and finally strategies and tactics employed to manage marketing activities related to events. The use of technology, the importance of sponsorship, and PR are also considered.

International case studies are integrated throughout to demonstrate the practical realities of marketing and managing events. A range of useful learning aids are incorporated to aid navigation throughout the book, spur critical thinking, and further students’ knowledge.

This accessible and comprehensive account of events marketing and management is essential reading for all students and future managers.