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Marketing Destinations and Venues for Conferences, Conventions and Business Events [Minkštas viršelis]

3.67/5 (5 ratings by Goodreads)
(Tony Rogers Conference & Event Services Ltd and Leeds Beckett University, UK), (MICE Knowledge, UK), ,
  • Formatas: Paperback / softback, 296 pages, aukštis x plotis: 246x189 mm, weight: 612 g
  • Serija: Events Management
  • Išleidimo metai: 25-Apr-2006
  • Leidėjas: Butterworth-Heinemann Ltd
  • ISBN-10: 0750667001
  • ISBN-13: 9780750667005
Kitos knygos pagal šią temą:
Marketing Destinations and Venues for Conferences, Conventions and Business EventsDidesnis paveikslėlis
  • Formatas: Paperback / softback, 296 pages, aukštis x plotis: 246x189 mm, weight: 612 g
  • Serija: Events Management
  • Išleidimo metai: 25-Apr-2006
  • Leidėjas: Butterworth-Heinemann Ltd
  • ISBN-10: 0750667001
  • ISBN-13: 9780750667005
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9780750667005.html
Raktažodžiai:
Marketing Destinations and Venues for Conferences, Conventions and Business Events covers key areas in marketing and promotion, such as:

* Trends and issues in destination and venue marketing
* Strategic marketing planning, ROI and strategy evaluation
* Destination and venue selling strategies
* Future challenges, opportunities and supply-side developments

* Author commentary and international case studies identifies 'best practice' in marketing and promotion * Pulls together in one volume the latest ideas, research, and current and future trends
* Chapter outlines, objectives, learning outcomes, case studies, conclusions with Q&As, further reading and weblinks encourage progressive learning

Recenzijos

"an excellent example of co-operation between education and industry and of knowledge transfer." - Geoffrey Copland, Vice Chancellor, University of Westminster, UK

"It mixes an academic appreciation of the conference landscape with a practical outlook that venue and destination managers could find useful on a day-to-day basis." - Conference & Incentive Travel, July/August 2006

Series editors ix
The authors xi
Foreword xiii
Series preface xv
Preface xvii
List of extended case studies
xix
Abbreviations xxi
The Role of Marketing and Selling in the Convention and Business Events Sector
1(30)
Introduction
The history of the conference industry
The products of the conference market
The stakeholders operating in the conference market
The role of marketing in the conference industry
The impacts of the conference industry on the economy, the environment and the culture of the destination
Summary
Review and discussion questions
Sources
The Marketing Environment for Destinations
31(28)
Introduction
Disintermediation
Destination marketing or destination management?
Product development and investment
Funding
Accessibility and disability
Crisis communications and issues management
Summary
Review and discussion questions
Sources
The Marketing Environment for Venues
59(15)
Introduction
The growth in the supply of conference venues
The changing design of conference venues
Conference venues' use of technology
Conference venues and the environment
Summary
Review and discussion questions
Sources
Marketing Planning for Destinations and Venues: Principles and Theories
74(28)
Introduction
The purpose of marketing plans
The use of marketing research
Market segmentation
The positioning and branding of products
The marketing mix
The need for evaluation and monitoring of marketing plans
Summary
Review and discussion questions
Sources
Marketing Communications for Destinations and Venues: Principles and Theories
102(15)
Introduction
The communications process
The messages to be communicated to the market
Customer relationship management
Direct marketing
Publications
Exhibiting at trade shows
The role of advertising
The characteristics and role of public relations
The objectives of ambassador programmes
Summary
Review and discussion questions
Sources
Marketing Communications for Destinations and Venues: Practice (I)
117(19)
Introduction
Effective use of publications, including websites and electronic brochures
Effective PR
Effective advertising
Summary
Review and discussion questions
Sources
Marketing Communications for Destinations and Venues: Practice (II)
136(15)
Introduction
Exhibiting at trade shows
Organizing workshops and roadshows
Running familiarization trips and educationals
Organizing effective ambassador programmes
Summary
Review and discussion questions
Sources
Sales Strategies for Destinations and Venues: Principles and Theories
151(21)
Introduction
The role of personal selling
The uses of sales promotion
The management of a sales force
Yield management
Summary
Review and discussion questions
Sources
Sales Strategies for Destinations and Venues: Practice
172(27)
Introduction
Destination and venue selling strategies
Handling enquiries effectively
Submitting professional bids and sales proposals
Managing site inspections and showrounds
Negotiation skills
Maximizing impact through cross-selling (business extenders)
Summary
Review and discussion questions
Sources
Building Effective Marketing Partnerships
199(19)
Introduction
The role of CVBs in forging partnerships at the destination level
Membership recruitment and retention for DMOs
Working with marketing consortia
Maximizing the benefits of membership of trade associations
Harnessing political support through effective lobbying
Summary
Review and discussion questions
Sources
Current Initiatives in the Conferences, Conventions and Business Events Sector
218(28)
Introduction
Research and market intelligence
Terminology
Education and training
Quality standards
Summary
Review and discussion questions
Sources
Future Trends and Challenges for the Conferences, Conventions and Business Events Sectors
246(17)
Introduction
Future political, economic and social trends
Future challenges and opportunities presented by ICT
Emerging markets
Summary
Review and discussion questions
Sources
Appendix Major Trade Shows for the Conference Industry 263(4)
Index 267


Tony Rogers is the Executive Director of two British conference industry associations: the British Association of Conference Destinations (a post he has held since 1989), and the Association of British Professional Conference Organisers (since 2000). He chairs the Research Working Group of the (UK) Business Tourism Partnership, and regularly writes articles on the conference industry for a range of industry publications.