Description:
The book focuses on core marketing and PR current theory specifically relevant to the events, introducing students to topics from marketing strategy, consumer marketing and 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 how 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.