• Creative marketing

      Gorchakova, Valentina; University of Derby (Routledge, 2019-12-05)
      The chapter is divided into two parts. In the first part, several contemporary marketing concepts that can be effectively applied to events are introduced. The chapter reviews how a creative approach can be helpful in the application of existing frameworks and models. The effects that the ambition and value of an event have on its marketing are discussed, along with how understanding the “core” audience can be useful in delivering a memorable experience for the event audience. The second part of the chapter explores the ways event marketers can communicate effectively with the audience using digital marketing across various online platforms.