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Praxisorientiertes Eventmanagement: Events Erfolgreich Planen, Umsetzen Und Bewerten
Hardcover
ISBN13: 9783658023454
Publisher: Springer Gabler
Published: Dec 18 2014
Pages: 383
Weight: 1.82
Height: 0.88 Width: 6.69 Depth: 9.61
Language: German
Das Eventmarketing gilt mittlerweile als gleichberechtigtes Kommunikationsinstrument innerhalb des Marketing-Mix vieler Unternehmen und Institutionen. In diesem Sammelband beschäftigen sich renommierte Autoren aus Forschung und Praxis mit sämtlichen strategisch-konzeptionellen Aspekten und Erfolgsfaktoren des Eventmarketings. Sie berücksichtigen neben der prozesskostenorientierten Perspektive auch das Eventcontrolling sowie rechtliche und sicherheitsspezifische Sachverhalte wie Haftung und Risikominimierung oder die Rechte und Pflichten von Agenturen. Konkrete Hinweise wie Kriterien für die Auswahl von Event Locations sowie zahlreiche Beispiele erfolgreicher Events bieten hohen Praxisbezug. Ein Ausblick auf aktuelle Trends und zukünftige Entwicklungen wie z.B. Digitale Events, Green Events oder Eventpsychologie runden das Buch ab.
Praxisorientiertes Eventmanagement richtet sich gleicherma en an Wissenschaftler und Studierende mit dem Schwerpunkt Marketing sowie an Management-Praktiker und Führungskräfte aus den Bereichen Eventmarketing und -management.
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