Event marketing

Author: Mao Jinfeng
Publisher:
Publish Date: 2006-01-01
Features: The basic theory mainly introduces: the origin and development history of event marketing, the main subjects of event marketing, the status and role of event marketing, the concept of event marketing, event marketing planning, marketing information and research, market segmentation, target market positioning and repositioning, and the application of new marketing methods. The marketing mix strategy mainly introduces: event theme planning, event product development strategy, event product pricing strategy, event promotion strategy, promotion strategy, exhibition recruitment strategy, investment attraction strategy, and customer relationship management strategy. Finally, the book introduces the future trends of event marketing in China. Event marketing is divided into 12 chapters, including two parts: Basic Theory and Marketing Mix Strategy. The Basic Theory part mainly introduces: the origin and development history of event marketing, the main subjects of event marketing, the status and role of event marketing, the concept of event marketing, event marketing planning, marketing information and research, market segmentation, target market positioning and repositioning, and the application of new marketing methods. The Marketing Mix Strategy part mainly introduces: event theme planning, event product development strategy, event product pricing strategy, event promotion strategy, promotion strategy, exhibition recruitment strategy, investment attraction strategy, and customer relationship management strategy. Finally, the book introduces the future trends of event marketing in China. This book can be used as a textbook for undergraduate students majoring in event management, or as a training textbook for event training institutions. It also provides certain practical reference value for professionals in the event industry.