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Event Marketing in the Context of Higher Education Marketing and Digital Environments

  • Florian Neus
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  • 553 Downloads

About this book

Introduction

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.

Contents
  • Events as a Customer Touchpoint in Student Life
  • Event Portfolios of Higher Education Institutions
  • Differences and Similarities in Motivation for Offline and Online eSports-Event Consumption
  • Interaction in Social Live Streaming Services
Target Groups
  • Scientists and students in the field of marketing
  • Practitioners in the same field
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.

Keywords

Higher Education Marketing Event Marketing eSports Digital Environments Event Management Event Portfolio Brand Communication Building Event Portfolios Event Portfolio Management Event Consumption Social Live Streaming Services

Authors and affiliations

  • Florian Neus
    • 1
  1. 1.Marketing and TradeUniversity of SiegenSiegenGermany

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-658-29262-1
  • Copyright Information The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2020
  • Publisher Name Springer Gabler, Wiesbaden
  • eBook Packages Business and Management
  • Print ISBN 978-3-658-29261-4
  • Online ISBN 978-3-658-29262-1
  • Series Print ISSN 2626-3327
  • Series Online ISSN 2626-3335
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