Promoting and Marketing Events: Theory and Practice

This short, accessible book introduces students to the theories, concepts and skills required to promote an event successfully. To effectively promote an event, it is essential to understand marketing, but also recognize that it is not just customers who are the only audience, that other publics who may not necessarily attend can have a fundamental effect on the success of an event as well. This book therefore uniquely covers two related themes: marketing and public relations in an events context, to offer future events planners, a comprehensive guide on how to promote events to a range of audiences. The book focuses on core marketing and PR current theory specifically relevant to the events, introducing students to topics such as marketing strategy, consumer, marketing PR to how to use the internet to promote events. It integrates a range of international case studies from small scale events to mega events to help show theory can be applied in practice. It further includes inserts of interviews with practitioners in the field, to offer insight into the realities of event promotion and how to overcome potential pitfalls. Learning outcomes, discussion questions and further reading suggestions are included to aid navigation throughout the book, spur critical thinking and further students¿ knowledge. This is essential reading for all students studying events management.