Event Marketing

The bridge between theory and practice Event marketing is the systematic process of staging three-dimensional, live-experienced themes for marketing purposes. Events are now an integral part of the communication mix for marketing-driven companies. The boundaries between "Above-the-Line" and "Below-the-Line" have significantly blurred in many industries. The challenge for event practice lies in increasing professionalism in this marketing sub-discipline: to design marketing events in a more systematic manner both brand-wise and dramaturgically. "Insight as Experience" describes an important future field. Making a corresponding review of measures in terms of effectiveness and efficiency a standard practice relative to resource expenditure. As a theoretically grounded yet distinctly practice-oriented work, the book specifically bridges the gap between theory and practice.