Overview
- Offers a new scientific perspective on event-marketing
Part of the book series: Handel und Internationales Marketing Retailing and International Marketing (HIM)
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Table of contents (8 chapters)
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Front Matter
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Back Matter
Keywords
About this book
Event marketing is a powerful tool of brand communication and used within many different fields. Florian Neus extends the existing scientific literature to events of higher education institutions and events within digital environments. Different aspects of event marketing efforts within these fields are addressed and evaluated. Based on conducted studies and coherent analysis new insights are derived. Furthermore, valuable implications for research and management are presented.
​About the Author:
Florian Neus works as a research assistant at the chair of marketing and retailing at the University of Siegen. His research focusses around higher education marketing and event marketing in digital environments.
Authors and Affiliations
About the author
Bibliographic Information
Book Title: Event Marketing in the Context of Higher Education Marketing and Digital Environments
Authors: Florian Neus
Series Title: Handel und Internationales Marketing Retailing and International Marketing
DOI: https://doi.org/10.1007/978-3-658-29262-1
Publisher: Springer Gabler Wiesbaden
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2020
Softcover ISBN: 978-3-658-29261-4Published: 26 February 2020
eBook ISBN: 978-3-658-29262-1Published: 25 February 2020
Series ISSN: 2626-3327
Series E-ISSN: 2626-3335
Edition Number: 1
Number of Pages: XV, 156
Number of Illustrations: 1 b/w illustrations
Topics: Marketing, Digital/New Media