Overview
What is the role of events in the marketingcommunication mix? What goals can be legitimatelyattributed to events? How to use eventsto deliver memorable experiences? How to measureevent results and maximize returns on investments?How to deal effectively with event agencies?Readers will find hands-on answers to all thesequestions in this book, written bearing in mind the knowledgeneeds of companies that want to employ eventsas part of their marketing communication mix. It will bea stimulating reading for brand, product, communicationand event managers, for account managers andcreative directors in event agencies, for marketing andcommunication students, and for all those who aspireto get a job in the world of marketing events.Author Biography
Diego Rinallo is Associate Professor of Marketing and Consumer Culture at KEDGE Business School. Previously, he was an Assistant Professor at Bocconi University, where he obtained his PhD in Business Administration. His research investigates marketing and consumption from a cultural perspective, with a focus on gender issues, fashion, advertising, and spirituality/religion.