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Event Marketing
Event Marketing

Event Marketing


172 Pages, 6 x 9.25

Formats: Trade Paper, Mobipocket, EPUB

Trade Paper, $29.95 (US $29.95) (CA $39.95)

Publication Date: March 2018

ISBN 9788885486249

Rights: WOR X IT

EGEA Spa - Bocconi University Press (Mar 2018)
Bocconi University Press


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What is the role of events in the marketing communication mix? What goals can be legitimately attributed to events? How to use events to deliver memorable experiences? How to measure event results and maximize returns on investments? How to deal effectively with event agencies? Readers will find hands-on answers to all these questions in this book, written bearing in mind the knowledge needs of companies that want to employ events as part of their marketing communication mix. It will be a stimulating reading for brand, product, communication and event managers, for account managers and creative directors in event agencies, for marketing and communication students, and for all those who aspire to 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. He is one of the world's top experts in the trade show industry and his research highlights the role of collective marketing events in the global knowledge economy. His work has been published in top-ranking scientific journals, including the Journal of Marketing and Journal of Business Ethics, and by leading international publishers including Oxford University Press.