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Author: Dorothé Gerritsen
Publisher: CABI
ISBN: 1789242304
Category : Business & Economics
Languages : en
Pages : 258
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Book Description
Fully updated and with new case studies throughout, this second edition reviews the way organizations use events to connect with their visitors. It covers the development of the experience economy, the steps from strategy to concept, event design and touchpoints. It also considers the areas of marketing within which experiences play a role, such as branding, relationship marketing and city marketing. Concluding with a chapter on effect measurement and evaluation, and including a wealth of internationally relevant examples, the book gives a thorough insight into the way events can help reach strategic marketing goals.
Author: Dorothé Gerritsen
Publisher: CABI
ISBN: 1789242304
Category : Business & Economics
Languages : en
Pages : 258
Get Book Here
Book Description
Fully updated and with new case studies throughout, this second edition reviews the way organizations use events to connect with their visitors. It covers the development of the experience economy, the steps from strategy to concept, event design and touchpoints. It also considers the areas of marketing within which experiences play a role, such as branding, relationship marketing and city marketing. Concluding with a chapter on effect measurement and evaluation, and including a wealth of internationally relevant examples, the book gives a thorough insight into the way events can help reach strategic marketing goals.
Author: Sahaf, Musadiq A.
Publisher: PHI Learning Pvt. Ltd.
ISBN: 9388028724
Category : Business & Economics
Languages : en
Pages : 744
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Book Description
This systematically organized text, now in its second edition, gives an in-depth analysis of the multidimensional aspects of strategic marketing. Comprising a harmonious blend of theoretical aspects and real-world applications, the book presents the framework that governs a firm's strategic decisions in the area of marketing. Divided into five parts, the text attempts to provide an explanation and critical analysis of the core concepts that have driven the growth and development of the subject for decades. At the same time, emerging concepts that would shape the scope of the subject have also been highlighted. The book is specifically written for the students who pursue academic and professional programmes in marketing, management and business studies. KEY FEATURES • Provides case studies in the context of Indian business at the end of each chapter to reinforce the understanding of the theory. • Comprises glossary of terms in addition to chapter-end summary, exercises and references. • Emphasizes self-study approach by explaining complex issues in a simple and student-friendly manner. NEW TO THE SECOND EDITION • Entirely revamped and updated to make the book an effective teaching and learning resource. • New chapters on ‘Service Marketing Strategies’, ‘Global Marketing Strategies’ and ‘Internal Marketing: A Tool for Implementation’. • Inclusion of several new sections throughout the text as per the latest development in the field. TARGET AUDIENCE • Marketing MBA • (Specialisation–Marketing)
Author: Graeme Drummond
Publisher: Routledge
ISBN: 1136362371
Category : Business & Economics
Languages : en
Pages : 322
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Book Description
Strategic Marketing: planning and control covers contemporary issues by exploring current developments in marketing theory and practice including the concept of a market-led orientation and a resource/asset-based approach to internal analysis and planning. The text provides a synthesis of key strategic marketing concepts in a concise and comprehensive way, and is tightly written to accommodate the reading time pressures on students. The material is highly exam focused and has been class tested and refined. Completely revised and updated, the second edition of Strategic Marketing: planning and control includes chapters on 'competitive intelligence', 'strategy formulation' and 'strategic implementation'. The final chapter, featuring mini case studies, has been thoroughly revised with new and up to date case material.
Author: Gabrielle Kuiper
Publisher: CABI
ISBN: 1780644655
Category : Business & Economics
Languages : en
Pages : 294
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Book Description
To survive in today’s complex economies, it is imperative for companies to understand their consumers in terms of how and why they like to use their products. Distinction based on quality no longer provides competitive advantage. Imagineers use design methods to create meaningful experiences that connect consumers to brands, employees to companies and consumers to consumers. This book explains the background of the need for experiences and then focusses on how to design them. Bringing theory into practice for students of tourism marketing, event planning and business, it provides a window into the creative world of Imagineering.
Author: Dos Santos, Manuel Alonso
Publisher: IGI Global
ISBN: 1522576185
Category : Business & Economics
Languages : en
Pages : 345
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Book Description
As with any business, economic, financial, and marketing management for sports organizations is critical for attracting, retaining, and engaging fans. Unlike typical businesses, the sports industry is inconsistent, highly emotional with a strong personal nature, and operates in various markets where organizations compete and cooperate at the same time. Thus, traditional management techniques are not always appropriate for these organizations. Integrated Marketing Communications, Strategies, and Tactical Operations in Sports Organizations provides expert insight into the latest trends, strategies, and tactics that can be used in the sports industry to build foundations for successful commercialization. The content within this publication covers city marketing, social media interactions, and atmospheric influence and is designed for managers, marketers, business and industry professionals, stakeholders, academicians, researchers, and students.
Author: Greg Richards
Publisher: Routledge
ISBN: 1134497164
Category : Business & Economics
Languages : en
Pages : 247
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Book Description
Events are becoming more complex as their range of functions grows, as meeting places, creative spaces, economic catalysts, social drivers, community builders, image makers, business forums and network nodes. Effective design can produce more successful business models that can help to sustain cultural and sporting activities even in difficult economic times. This process requires creative imagination, and a design methodology or in other words ‘imagineering’. This book brings together a wide range of international experts in the fields of events, design and imagineering to examine the event design process. It explores the entire event experience from conception and production to consumption and co-creation. By doing so it offers insight into effective strategies for coping with the shift in value creation away from transactional economic value towards social and relational value which benefit a range of stakeholders from the community to policy makers. Mega-events, small community events, business events and festivals in eight different countries are examined providing an international view of social issues in event design. A wide selection of current research perspectives is employed, integrating both theoretical and applied contributions. The multidisciplinary nature of the material means that it will appeal to a broad academic audience, such as art and design, cultural studies, tourism, events studies, sociology and hospitality.
Author: Sven Gross
Publisher: CABI
ISBN: 1780642148
Category : Business & Economics
Languages : en
Pages : 251
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Book Description
Transport is an inherent part of tourism; whether as a functional means of transportation, such as between origin and destination or within the destination; or as a key element of the holiday experience itself, as in cruising or traveling along scenic or historic routes. This book provides the necessary background information to gain a comprehensive understanding of transportation markets, with each of the three modes of transportation – air, ground and marine – explored in detail. Each section includes definitions, the historical development of the market and international institutional frameworks, with case studies, learning objectives and study questions incorporated to facilitate an active learning process.
Author: William O'Toole
Publisher: Routledge
ISBN: 0750666404
Category : Business & Economics
Languages : en
Pages : 358
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Book Description
Operational integrity and its feasibility --
Author: Philip Kotler
Publisher: John Wiley & Sons
ISBN: 1118047176
Category : Medical
Languages : en
Pages : 530
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Book Description
This much-needed text offers an authoritative introduction to strategic marketing in health care and presents a wealth of ideas for gaining the competitive edge in the health care arena. Step by step the authors show how real companies build and implement effective strategies. It includes marketing approaches through a wide range of perspectives: hospitals, physician practices, social marketing, international health, managed care, pharmaceuticals, and biotechnology. With Strategic Marketing for Health Care Organizations, students and future administrators will have a guide to the most successful strategies and techniques, presented ready to apply by the most knowledgeable authors.
Author: Philip Berners
Publisher: Taylor & Francis
ISBN: 1040091350
Category : Reference
Languages : en
Pages : 127
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Book Description
This timely book critically evaluates the factors which shape an events industry as it develops, with the aim of helping to narrow the disparate behaviours and practices of organisers within the global marketplace of international events. Stemming from an innovative qualitative research project, which included interviews with senior events organisers at landmark venues in both the UK and Poland, this volume provides an insight into both the emerging events industry in Poland and the developed events industry in the UK, highlighting cross-cultural risk and safety gaps that may impact organisers, clients, attendees, suppliers, and workers. The book highlights the importance of a unanimous global approach to events organisation, the creation of a professional community of practice, and ethos of self-learning within the events industry and the need for an international professional association for organisers involved with providing international events. The book explores the three themes of 'Event Culture', 'Tourism and Events', and 'Risk Awareness at Events', thus focusing on long-term factors of events industries. International in scope, this book will appeal to students on courses such as managing events, planning events, project management, and hospitality and tourism studies, as well as events organisers in locations where events is an emerging industry.
