Event Marketing

Author: Liu Songping
Publisher:
Publish Date: 2004-08-01
Features: This book aims to provide a theoretical foundation for the future development of the exhibition industry and to help improve the quality of exhibition industry professionals. It strives to meet the current needs of the exhibition industry in terms of personnel, with its writing style, presentation format, structural arrangement, content selection, activity suggestions, expert insights, and textual expression, all designed to reflect the modernity, global nature, and practicality of the exhibition industry. The writing characteristics of this book are: 1. Localization This book is rooted in Chinese exhibition practice during the editing process, closely summarizing the needs of the domestic exhibition industry. 2. Comprehensive and Integrated This book is based on exhibition marketing, with the basic principles of exhibition marketing as the main thread, and it elaborates on internal and external factors of exhibitions. It combines both the interpretation of basic theories and the analysis of marketing mix in the basic processes of exhibition marketing. 3. Carefully Designed with Emphasis on Practicality The cases in this book appear in the form of "Expert Insights," focusing on the combination of cases and comments, serving as a reference tool for exhibition market professionals.