Event marketing

Author: Hu Ping
Publisher:
Publish Date: 2005-08-01
Features: Suitable for exhibition and event management course teaching in practical-oriented undergraduate programs, vocational and technical colleges, and adult education institutions. It is also suitable for teaching in exhibition and event management disciplines for management, economics, and related majors, as well as for reference by industry professionals. Developed jointly by more than ten institutions, including Fudan University, East China Normal University, Shanghai Normal University, Shanghai University of Technology, Shanghai University of Engineering Science, and Suzhou University of Science and Technology, as well as influential enterprises, leveraging their strengths in both theory and practice. The textbook content reflects broad job role adaptability, applicability, and operability. Theoretical selections and explanations are grounded in practical contexts. Based on theory, it includes numerous real-world application cases, emphasizing the textbook's practicality and applicability, making it a hands-on learning resource. The new format and layout integrate teaching materials with the main text, teacher guidance, cases, and exercises for a cohesive learning experience.
Exhibition and event marketing is a practical course applying marketing theory in the exhibition and event industry. To highlight its operability, this book introduces and explores in detail how to apply marketing theory through five marketing entities: convention centers, convention companies, exhibition centers, exhibition companies, and exhibition destinations. It is illustrated with extensive reading materials and also covers the current development status and new theories of exhibition and event marketing in domestic and international contexts. This book can serve as a textbook for exhibition and event management, tourism, and related majors, as well as a reference for industry professionals and for job training purposes.