In order to market events effectively it is vital to consider the organiser's perspective and
link it to those of the consumers attending. As such this is the first book on the topic which
reflects the unique characteristics of marketing in the Events industry by exploring both sides
of the marketing coin - the supply and the demand - in the specific context of events.The book
begins by defining events and the implications this has for their marketing. It then explores
the event marketing landscape and discusses the consumer experience. Finally it focuses on the
strategies employed to manage the marketing activities related to events. The title introduces
the reader to core principals as well as current developments such as e marketing social media
sponsorship and PR.
