Event Marketing and Management

• Presents evolution and historical background of events 
• Includes a brief section on the synergies between Advertising, PR and Events 
• Detailed insight into specific events related to phenomena such as ambush marketing and barter 
• Pre-event, during-event, and post-event activities have also been clearly demarcated by using step-by-step event flow analysis 
• Features numerous figures, exhibits, tables and case studies for clarity of concepts 
• Exposition on formulation and implementation of business strategies 

Part-I: Introduction to Events: 1. What are Events, 2. Why Events, 3. Key Elements of Events, Part-II: Event Marketing: 4. Understanding the Event Market, 5. Concept of Product in Events, 6. Concept of Pricing in Events, 7. Concept of Promotion in Events, 8. Event Management, 9. Strategic Market Planning, 10. Strategic Alternatives for Growth, 11. Evaluation of Event Performance • Appendices: A. Competitive Assessment, B. Market Attractiveness and Business Strength, C. Snapshot: Event Organisers, D. Snapshot: Who's Sponsoring What and Where, E. Case Study: A2Z Events • References • Index