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CAB eBooks

Ebooks on agriculture and the applied life sciences from CAB International

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CABI Book Chapter Info
Cover for Events and festivals.

This chapter is dedicated to the study of garden-related events and festivals. Most gardens have festivals and events to drive attendance, with the secondary reason to bring in new visitors and perhaps cater to, or attract new, membership. The chapter highlights a selection of these events and...

Author(s)
Benfield, R. W.
ISBN
2021 CABI (H ISBN 9781789241761)
Type
Book chapter
CABI Book Chapter Info
Cover for Introduction: using events as a strategic marketing tool.

This chapter explains what events are and how organizations can use them in strategic marketing. Moreover, it discusses several types of events and introduces the EVENTS model developed at the Breda University of Applied Sciences as a tool to study systematically the strategic use of events....

Author(s)
Gerritsen, D.; Olderen, R. van
ISBN
2020 CABI (H ISBN 9781789242300)
Type
Book chapter
CABI Book Chapter Info
Cover for Trends and developments: consumers' pursuit of happiness.

This chapter focuses on a number of economic and sociocultural developments that play a direct or indirect role in the strategic use of events. It discusses what is termed the experience economy and the future happiness economy. In conclusion, it explains how these developments present...

Author(s)
Rooijackers, M.
ISBN
2020 CABI (H ISBN 9781789242300)
Type
Book chapter
CABI Book Chapter Info
Cover for Event marketing.

This chapter starts with an explanation of what event marketing means. Then, it places this form of marketing in a broader context. After a description of the various types of event marketing, its advantages and disadvantages are presented. The chapter finishes with a number of tips relating to the ...

Author(s)
Gerritsen, D.; Olderen, R. van
ISBN
2020 CABI (H ISBN 9781789242300)
Type
Book chapter
CABI Book Chapter Info
Cover for Events and customer relationship marketing.

The central theme of this chapter is the role of events in relationship marketing. After a brief sketch of the history of this form of marketing, the chapter discusses the three Rs: reputation, relationships and reciprocity. Next, it focuses extensively on relationship events. The chapter finishes...

Author(s)
Gerritsen, D.; Olderen, R. van
ISBN
2020 CABI (H ISBN 9781789242300)
Type
Book chapter
CABI Book Chapter Info
Cover for Events and marketing communication.

This chapter starts with a definition of communication. Next, it deals with the communication model and the position of events in this model. The chapter demonstrates that events have news value, while addressing the relationship between new media and events. The chapter concludes with a section on ...

Author(s)
Gerritsen, D.; Olderen, R. van
ISBN
2020 CABI (H ISBN 9781789242300)
Type
Book chapter
CABI Book Chapter Info
Cover for Events and branding.

This chapter describes the role of events in relation to branding. First, it looks at what a brand is and what its attributes are. Then, it discusses the significance of brands from the perspective of the producer as well as that of the consumer. This is followed by a discussion of the building of...

Author(s)
Velthoven, T. van; Olderen, R. van; Gerritsen, D.
ISBN
2020 CABI (H ISBN 9781789242300)
Type
Book chapter
CABI Book Chapter Info
Cover for Events and city marketing: the role of events in cities.

City marketing is a form of marketing that utilizes events, among other things, to make a city pleasant to live in and attractive for inhabitants, companies and visitors, and to do this in a sustainable way. This chapter covers the emergence of city marketing and city branding, and the relevant...

Author(s)
Mierlo, J. van
ISBN
2020 CABI (H ISBN 9781789242300)
Type
Book chapter
CABI Book Chapter Info
Cover for The translation of strategy into concept.

The concept and design of an event should be developed from the strategic objectives following from the four strategies of relationship marketing, marketing communication, branding and city marketing. The concept should be based on the values of visitor groups and on the values, vision and mission...

Author(s)
Gerritsen, D.; Olderen, R. van
ISBN
2020 CABI (H ISBN 9781789242300)
Type
Book chapter
CABI Book Info
Cover for New directions in garden tourism.

This book provides an update on the statistics and growth of the global phenomenon of garden visitation. It delves into new themes and contemporary trends, from art and culture, to psychographic profiling of visitors and how social media and semiotics are used to enrich visitor experience and fuel...

Author(s)
Benfield, R. W.
ISBN
2021 CABI (H ISBN 9781789241761)
Type
Book

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