Marketing and events management

This book approaches current issues such as event marketing, event management and new trends and technologies on how to organize environmental friendly events. Regarding the audience of the events, there are presented different strategies of how the events can be segmented and positioned in minds of consumers, but also the marketing mix. It is detailed how to budget an event, focusing on costs and revenues. There are described strategies and tactics that can be applied to the organization of an event related to human resources and management risks.

The author presents three marketing researches, two quantitative and a qualitative one with their main results that can be successfully applied to marketing and events management.