place event marketing Cudny, Waldemar editor. text bibliography enk 2019 monographic eng

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xiii, 205pages cm. "Urban Events, Place Branding and Promotion explores the phenomenon of place event marketing, examining the ways in which events are used to brand and disseminate information about a place. It provides a novel contribution to the literature, capturing the growing interest in place promotion, and offers in-depth insights on the role of events. With a focus on urban locations, this book defines the scope and concept of place event marketing. It demonstrates that different kinds of events, for leisure and business, can be used to successfully develop, promote, and brand different types of places. Individual chapters written by a variety of leading academics explore how various public and non-governmental institutions that deal with promotion and marketing communications of places can implement event marketing activities, and how such institutions organize, co-organize and sponsor different events. The effects of event marketing activities on urban place promotion and branding are thoroughly explored through a variety of international empirical case studies. This will be of great interest to upper-level students and researchers in Events Marketing and Management, Tourism and the broader field of Urban Geography. The concluding chapter also proposes future research directions"-- edited by Waldemar Cudny. Includes bibliographical references and index. City promotion Place marketing Special events Marketing HT325 .U74 2019 659.2/930776 U722 2020 Milton Park, Abingdon, Oxon ; New York, NY : Routledge, 2019. (DLC) 2019028103 9781138354395 2019028102 DLC 190718 20251027205709.0 21090317 eng