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Books > Social sciences > Sociology, social studies > Social institutions > Leisure
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Urban Events, Place Branding and Promotion - Place Event Marketing (Paperback)
Loot Price: R1,373
Discovery Miles 13 730
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Urban Events, Place Branding and Promotion - Place Event Marketing (Paperback)
Series: Routledge Contemporary Perspectives on Urban Growth, Innovation and Change
Expected to ship within 12 - 19 working days
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Urban Events, Place Branding and Promotion explores the phenomenon
of place event marketing, examining the ways in which events are
used to brand and disseminate information about a place. It
provides a novel contribution to the literature, capturing the
growing interest in place promotion, and offers in-depth insights
on the role of events. With a focus on urban locations, this book
defines the scope and concept of place event marketing. It
demonstrates that different kinds of events, for leisure and
business, can be used to successfully develop, promote and brand
different types of places. Individual chapters written by a variety
of leading academics explore how various public and
non-governmental institutions that deal with promotion and
marketing communications of places can implement event marketing
activities and how such institutions organize, co-organize and
sponsor different events. The effects of event marketing activities
on urban place promotion and branding are thoroughly explored
through a variety of international empirical case studies. This
will be of great interest to upper-level students and researchers
in events marketing and management, tourism and the broader field
of urban geography. The concluding chapter also proposes future
research directions.
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