What is the role of events in the marketing
communication mix? What goals can be
legitimately attributed to events? How to
use events to deliver memorable experiences? How to
measure event results and maximize returns on investments?
How to deal effectively with event agencies?
Readers will find hands-on answers to all these
questions: the book has been written bearing in mind
the knowledge needs of companies that want to use
events as part of their marketing communication mix. It
will be a stimulating reading for brand, product, communication,
and event managers, for account managers
and creative directors in event agencies, for marketing
and communication students, and for all those
looking for a job in the world of marketing events.