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Foreword?Liz Bigham
Foreword?Dr. Joe Goldblatt, CSEP

Preface

Acknowledgments

Chapter 1: What Is an Event and What Is Event Marketing?

Chapter 2: The Evolution of Event Marketing

Chapter 3: The Theory and Practice of Event Marketing

Chapter 4: Sponsorship and Cause-Related Event Marketing

Chapter 5: E-Event Marketing

Chapter 6: Entertainment and Festival Event Marketing

Chapter 7: Corporate Event Marketing

Chapter 8: Association, Convention, and Exhibition Event Marketing

Chapter 9: Social Event Marketing

Chapter 10: Future Forces and Trends in Event Marketing

Chapter 11: Event Marketing

Case Studies

Index

As the events market becomes increasingly saturated, it is essential for a successful event professional to understand the use of strategic marketing plans. Events are everywhere?in the U.S. alone, there are more than 2,500 music festivals a year, for example, while the UK hosts over 70 different beer festivals each year. In such a crowded market, how can the event planner ensure that his or her event stands out? Marketing expert Chris Preston has the answers in this second edition of Event Marketing. From the basics of promoting an event to the use of events as marketing strategies themselves, Preston provides straightforward advice and information on all the latest event marketing techniques. The book begins with sections on what "event marketing" really means, and how the field has evolved throughout time. Preston then explores event marketing strategies from both a conceptual and practical standpoint, and provides information on sponsorship and corporate branding. The book covers marketing for all types of events, including festivals, corporate and association events, and social functions, and a full chapter on digital event marketing covers all the latest e-marketing strategies. Case studies provide real-world examples of successful marketing efforts, while Discussion Questions for each chapter provide opportunities for further exploration of key concepts. As marketing becomes an increasingly important skill for event management professionals, this completely revised second edition of Event Marketing will be a must-have for working professionals, students, and aspiring event planners everywhere.