Ivna Reic is currently Senior Lecturer in Events Management at the University of Northampton's Faculty of Business and Law where she teaches on the BA Events Management programme. Before moving to Northampton, Ivna was Course Leader for the BA Events Management programmes at London Metropolitan University, where she also taught on postgraduate programmes related to events management and events marketing. Her academic interests include events marketing and consumer psychology, corporate events, as well as exploring the application of general management theories within the area of events management, most notably theories relating to stakeholder management and sustainability.

1. About This Book

2. Defining the Event Industry for Events Marketing

3. Creating Value

4. How Many Ps Are There

5. Environment, Positioning, Differentiation

6. Segmentation

7. The Demand for Events and Their Consumers

8. Customer Motivations Identity Authenticity

9. Introduction to Generic Marketing Communications Strategies

10. Traditional Marketing Tactics

11. New Role of PR in Promoting Events

12. Owning, Buying and Earning Digital Spaces for Events

13. Marketing Planning for Events

14. The future of Events Marketing _A New Model