Fluctuation?: Event marketing that looks for trouble: Event marketing that looks for trouble

Author: Leng Zhenxing
Publisher:
Publish Date: 2004-02-01
Features: The greatest feature of this book lies in its strong practicality. The author comprehensively introduces eight strategies for enterprises to create "incidents" in event marketing, methods for building communication channels with the media, and specific processes and precautions in corporate news operations. All of these are practical and highly beneficial and reference-worthy for readers, ready to be applied to specific corporate practices. Just like event marketing emphasizes practicality and results, this book is action-oriented and down-to-earth, which is exactly what practical and results-driven enterprises hope to achieve. Undoubtedly, the event marketing planning discussed in this book will provide great help to enterprises. Event marketing, with its four ounces displacing a thousand pounds in communication effectiveness, has long been favored by many enterprises. Unfortunately, there are almost no detailed analyses of event marketing in existing literature. After planning numerous classic event marketing cases in China in recent years, the author combines years of experience in event marketing, based on the intervention theory of consumer psychology, to systematically elaborate on the concept of event marketing, propose the chain theory of event marketing, clarify common misconceptions about event marketing such as short-termism, hype, and the idea that it causes trouble, and comprehensively introduce eight strategies for enterprises to create "incidents" in event marketing, methods for building communication channels with the media, and specific processes and precautions in corporate news operations. These practical insights are highly beneficial for readers and can be directly applied to specific corporate practices.