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Strategic Event Creation (Paperback)
Loot Price: R1,036
Discovery Miles 10 360
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Strategic Event Creation (Paperback)
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Changes in the wider environment have triggered a new normal for
event creation. Heightened attendee expectations, a keener focus
upon the return required by funders and wider stakeholders, and, of
course, an ever more competitive event marketplace. Couple these
with CSR, social media, globalisation and technology and the
reasons event creation is now a strategic and multilayered
responsibility are clear. Strategic Event Creation is the
contemporary textbook that recognises and articulates this changed
reality for students and professionals. It moves away from an older
paradigm of simply 'making events work' and managing inputs to show
a sector that now needs to be: outcome obsessed, stakeholder
centric, strategically focused and driven by strategically aware
reflective professionals. This text is based on a carefully
designed framework which- * Delivers a clear overview of the key
principles * Integrates theory with industry voices, cases and the
practitioner perspective * Uses the lens of outcomes to anchor the
role of inputs/processes/decisions/budgets * Delivers clear
learning summaries and highlights key questions for reflection The
broadly based and experienced author team are widely engaged with
the events industry whose voice and insights inform the book
throughout. It is designed to move students and professionals
beyond event organising to strategic event creation. As the event
industry has progressed effective event operations become a
prerequisite to exist rather than a recipe to succeed. It will be
an essential text for students studying Events, Festival,
Conference and Exhibition Management at all levels, and also of
significant use to a wide range of students in Tourism, Hospitality
and Marketing. The practical 'real world' perspective means that it
can help venue managers, event creators (across many areas),
experiential marketing professionals and conference / training
managers gain a broader understanding of the business context in
which they are competing.
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