[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"doc-detail-129765-en":3,"doc-seo-129765-105":31,"detail-sidebar-cat-0-en-105":92},{"code":4,"msg":5,"data":6},0,"success",{"doc_id":7,"user_id":8,"nickname":9,"user_avatar":10,"doc_module":4,"category_id":11,"category_name":12,"doc_title":13,"doc_description":14,"doc_content":15,"file_id":16,"file_url":17,"file_type":18,"file_size":19,"view_count":20,"is_deleted":4,"is_public":21,"is_downloadable":21,"audit_status":21,"page_count":22,"language":23,"language_code":24,"site_id":25,"html_lang":24,"table_of_contents":26,"faqs":27,"seo_title":28,"seo_description":14,"update_tm":29,"read_time":30},129765,2336475104362,"Eden","https://ap-avatar.wpscdn.com/avatar/22000c4c46a41b752dd?x-image-process=image/resize,m_fixed,w_180,h_180&k=1786595829695023868",8,"Research & Report","Events as a Strategic Marketing Tool - read online","Events as a Strategic Marketing Tool provides a structured academic approach to using events within strategic marketing. It connects planning, consumer-oriented trends, event marketing, customer relationship marketing, communication, branding, and city marketing. The book guides readers through translating strategy into concepts, designing touchpoints, and conducting effect measurement and evaluation. Appendices extend practical models for trade fairs, corporate events, ROI, and communication return, supported by economic impact studies and host community perceptions.","LANS  \nLRC  \nCABI TOURISM TEXTSEvents as a  \nStrategic Marketing Tool  \nDOROTHÉ GERRITSEN ANDRONALD VAN OLDEREN  \nhttps://archive.org/details/eventsasstrategi0000gerr  \n# EVENTS ASA STRATEGICMARKETING TOOL\n\nCABI TOURISM TEXTS are an essential resource for students of academic tourism,leisurestudies,hospitality,entertainment and events management.The series reflects the growth oftourism-related studies at an academic level and responds to the changes and developmentsin these rapidly evolving industries,providing up-to-date practical guidance,discussion of thelatest theories and concepts,and analysis by world experts.The series is intended to guide stu-dents through their academic programmes and remain an essential reference throughout theircareers in the tourism sector.  \nReaders will find the books within the CABITOURISMTEXTS series to have a uniquelywide scope,covering important elements in leisure and tourism,including management-ledtopics,practical subject matter and development of conceptual themes and debates.Usefultextbook features such as case studies,bullet point summaries and helpful diagrams areemployed throughout the series to aid study and encourage understanding of the subject.  \nStudents at all levels of study,workers within tourism and leisure industries,researchers,academics,policy makers and others interested in the field of academic and practical tourismwill find these books an invaluable and authoritative resource,useful for academic referenceand real-world tourism applications.  \nTitles available  \nEcotourism:Principles and PracticesRalf Buckley  \nContemporary Tourist Behaviour:Yourselfand Others as TouristsDavid Bowen and Jackie Clarke  \nThe Entertainment Industry:An IntroductionEdited by Stuart MossPractical Tourism ResearchStephen LJ.Smith  \nLeisure,Sport and Tourism,Politics,Policy and Planning,3rd Edition  \nA.J.Veal  \nEvents Management  \nEdited by Peter Robinson,Debra Wale and Geoff DicksonFood and Wine Tourism:Integrating Food,Travel and TerritoryErica Croce and Giovanni Perri  \nStrategic Management in Tourism,2nd EditionEdited by L.Moutinho  \n# Research Methods for Leisure,Recreation and Tourism\n\nEdited by Ercan Sirakaya-Turk,Muzaffer Usyal,William E.Hammitt and JerryJ.VaskeFacilities Management and Development for Tourism,Hospitality and EventsEdited by Ahmed Hassanien and Crispin DaleEvents as a Strategic Marketing ToolDorothé Gerritsen and Ronald van OlderenEntertainment Management:Towards Best PracticeEdited by Stuart Moss and Ben Walmsley  \n# EVENTS ASASTRATEGICMARKETING TOOL\n\nDorothé Gerritsenand  \nRonald van Olderen  \nWith the cooperation of:  \nMoniek HoverJacco van MierloMargo Rooijackers  \n# THEBOURNEMOUTH &POOLECOLLEGEN个He 一02430SimABIis a trading name of CABInternational\n\nHE Fdu Eve&s长39.952+·1·15  \nH  \nCABI38 Chauncey StreetSuite 1002Boston,MA 02111USA  \nCABI  \nNosworthy WayWallingford  \nOxfordshire OX108DEUK  \nTel:+18005523083(toll free)  \nTel:+44(0)1491832111  \nFax:+44(0)1491833508  \nTel:+1(0)6173954051  \nE-mail:cabi-nao@cabi.org  \nE-mail:info@cabi.org  \nWebsite:www.cabi.org  \nOriginally published in Dutch under the title Het event als strategisch marketing instrument byDorothé Gerritsen and Ronald van Olderen.◎Uitgeverij Coutinho b.v.2011.  \n◎ CAB International 2014.All rights reserved.No part of this publication may be reproducedin any form or by any means,electronically,mechanically,by photocopying,recording orotherwise,without the prior permission of the copyright owners.  \nA catalogue record for this book is available from the British Library,London,UK.  \nLibrary of Congress Cataloging-in-Publication Data  \nGerritsen,Dorothé.  \n[Event als strategisch marketinginstrument.English]  \nEvents as a strategic marketing tool/Dorothé Gerritsen,Ronald van Olderen;with thecooperation of Moniek Hover,Jacco van Mierlo,Margo Rooijackers,Thomas van Velthoven.  \npages cm.--(CABI tourism texts)  \nTranslation of:Het event als strategisch marketinginstrument.Bussum:Coutinho,2011.Includes bibliographi","cbCaiqwgxt9oPSnN","https://ap.wps.com/l/cbCaiqwgxt9oPSnN","pdf",18068530,2,1,300,"English","en",105,"# About the Authors\n# Preface\n# PART I: PLAN\n## 1 Introduction: Using Events as a Strategic Marketing Tool\n## 2 Trends and Developments: Consumers' Pursuit of Happiness\n## 3 Event Marketing\n## 4 Events and Customer Relationship Marketing\n## 5 Events and Marketing Communication\n## 6 Events and Branding\n## 7 Events and City Marketing: The Role of Events in Cities\n# PART II: DO\n## 8 The Translation of Strategy into Concept\n## 9 Touchpoints\n## Appendices to Chapter 9: Touchpoint Models for Trade Fairs and Corporate Events\n# PART III: CHECK\n## 10 Effect Measurement and Evaluation\n## Appendices to Chapter 10: Effect Measurement and Evaluation","[{\"question\":\"What is the book’s main purpose?\",\"answer\":\"To explain how events can be used as a strategic marketing tool, moving from planning to execution and evaluation.\"},{\"question\":\"How does the book structure event strategy work?\",\"answer\":\"It follows a three-part model: PLAN (planning and marketing foundations), DO (translation into concepts and touchpoints), and CHECK (measurement and evaluation).\"},{\"question\":\"What kinds of evaluation methods are included?\",\"answer\":\"It covers effect measurement and evaluation, including an ROI model, a return-on-communication model, and economic impact studies from major events.\"}]","Events as a Strategic Marketing Tool - read online | 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