Event Marketing

Author: Wang Chunlei
Publisher:
Publish Date: 2004-11-01
Features: This book focuses on enhancing the competitiveness of exhibition cities and exhibition enterprises. It emphasizes the integration of classic marketing theories and the characteristics of exhibition activities, as well as the combination of general principles and practical methods, striving to achieve a balance of theoretical depth, guidance, and operability. This book breaks the conventions of classic marketing textbooks by incorporating fundamental marketing theories into relevant chapters based on the needs of different stakeholders in exhibition activities. It also pioneers the construction of an exhibition marketing system in China, proposing that exhibition marketing includes exhibition city marketing, conference marketing, exhibition marketing, conference venue marketing, exhibition venue marketing, exhibition media marketing, and exhibition online marketing. Additionally, it predicts the future trends of exhibition marketing activities, making it particularly suitable as a textbook.