Hype? - Event Marketing of Finding Trouble (Second Edition)

Author: Leng Zhenxing
Publisher:
Publish Date: 2006-08-01
Features: Event marketing, whose four ounces displacing a thousand pounds of effect has long been favored by many enterprises. Unfortunately, there are almost no works that provide a detailed analysis of event marketing. After planning numerous classic event marketing cases in China in recent years, the author combines his years of experience in event marketing, based on the intervention theory of consumer psychology, to systematically elaborate on the concept of event marketing. He proposes the "Chain Theory" of event marketing, clarifies common misconceptions about it, such as its short-term nature, hype, and potential for causing trouble, and comprehensively introduces eight strategies for enterprises to create "incidents" in event marketing, methods for building communication channels with the media, and the specific operational processes and key considerations. In essence, these practical insights are highly beneficial for readers, ready to be applied directly to corporate practices.