Event-based Marketing: Strategies and Cases

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The globalization of economies and the increasingly competitive business environment that is created as a result, demand that corporate enterprises focus on integrated marketing communications to promote their products/services to the targeted customer groups in an efficient manner. Corporate events, which provide an efficient opportunity for face-to-face contact with customers, have become an essential component in this process. They are unique in the sense that they combine the elements of distribution and communication. Today, event based marketing is viewed as a sunrise sector both for products and services. These days of "brand building" require a high profile that dazzles customers and creates a strong impression in their minds. Corporate events, which include live entertainment shows, product launches, expositions embracing various product classes are particularly suitable in this regard. The marketing success of these events largely depends on the facility they offer for on-the-spot interaction between participants and visitors and on a professional approach. The proliferation of the Internet has seen the event-marketing scenario witnessing many changes. Online events and online interaction are gathering momentum. The future of these events depends largely on how successfully corporates gear up to these technological changes and how they integrate these events in their overall marketing and promotional strategies. This book "Event Based Marketing" is divided into three sections that touch upon concepts and strategies, apart from capturing the practical experiences of some corporates. The book is designed with a view to providing practical insight on event based marketing. This book is expected to be very useful to academicians, management students and practicing business heads.

ABOUT THE AUTHOR A.V. Bala Krishna

A.V. Bala Krishna holds a B.Sc. degree and an MBA from Andhra University. He is currently working as a Faculty Associate with Icfai Books, a division of the Icfai University Press. He has around 10 years of industry experience in the domains of telecom, automobiles, publishing, holiday marketing and fire protection systems. He regularly contributes articles to the books and magzines published by the Icfai University Press. His areas of interest include strategic marketing, services marketing and multinational marketing.

ABOUT THE AUTHOR G.V.S. Sreedhar

G.V.S. Sreedhar (b. 1961) is an MBA from Andhra University. He is currently working as a Consulting Editor with ICFAI Books, a division of ICFAI University Press. He has eighteen years of work experience in sales and distribution with various companies like ACC and India Gypsum Ltd. He is also interested in business strategy. An avid quizzer, he is a long time member of K Circle, one of the oldest quiz clubs in the country. His special interests in quiz are history, mythology, Science and Literature.

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Bibliographic information

Title
Event-based Marketing: Strategies and Cases
Author
Edition
1st ed.
Publisher
ISBN
8131405753
Length
248p.
Subjects