Fluctuation?

Author: Leng Zhengxing
Publisher:
Publish Date: 2004-02-01
Features: The greatest feature of this book lies in its strong operability. The author comprehensively introduces eight strategies for creating "incidents" in corporate event marketing, methods for building communication channels with the media, and the specific processes and key considerations of corporate news operations. These are all practical content that is highly beneficial to readers and can be directly applied to corporate practices. Event marketing, with its powerful and efficient communication impact, has long been favored by many companies. Unfortunately, there are few works that provide a detailed analysis of event marketing. 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 misconceptions about its short-term nature, hype, and potential for causing trouble, and comprehensively introduce eight strategies for creating "incidents" in event marketing, methods for building communication channels with the media, and the specific processes and key considerations of news operations. These practical contents are highly beneficial to readers and can be directly applied to corporate practices.