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Jingdong book

节事营销传播

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Jingdong book

节事营销传播

Name: 节事营销传播
Brand: Jingdong book
SKU: 3102002061
Price: 26.68 USD
Availability: OutOfStock

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《节事营销传播》的视角是将会展产业作为一种营销沟通的方式。它是一种综合性的方式，包括了市场调查分析、营销目标和营销战略等多个因素。全书主要围绕着两个方面的关键问题而展开：“节事活动如何与其市场进行沟通”，以及“节事活动是怎样被用作为一种沟通工具的”。《节事营销传播》着眼于创新，因此文章就节事营销沟通的方式和如何将节事作为其它产业的一种营销沟通的工具两个方面提出了创新性的方法和思维，具有很强的现实性和创新意义。

Content Description

《节事营销传播》是一本集理论、研究和产业最佳实践于一体的优质教材，《节事营销传播》主要关注以下4个方面：节事产业中的整合营销传播的方式；节事营销传播工具的介绍和评估；分析作为企业传播工具的节事的执行；为确保未来传播成功而提出的要求。将节事作为传播工具来使用的方式由来已久。在当今的节事产业中，不断增加的节事组织和供应商为消费者带来了更多的选择机会和更高的期望值，这使得节事产业变得复杂且充满竞争，而为了获得竞争优势，创新成了主要的成功要素。

Author Description

盖伊·马斯特曼，纽约大学提市中心（专门负责酒店、旅游和体育管理的学术中心）体育管理专业助理教授。他曾在英国利兹都市大学节事管理中心任职，在体育和节事产业拥有超过25年的工作经验。
艾玛·H．伍德英国利兹都市大学节事管理中心节事营销研究协调员和高级讲师。她在营销管理方面拥有丰富的经验，曾经在英国、东南亚和澳大利亚工作。

Catalogue

导论
第一部分整合营销传播
第1章营销传播策划
第2章调研与分析
第3章传播目标与受众
第4章传播战略

第二部分传播工具
第5章公共关系
第6章电子营销传播
第7章广告
第8章节事赞助方案
第9章促销
第10章直复营销与关系营销

第三部分作为传播工具的节事
第11章节事推广
第12章节事赞助
第13章商务接待

第四部分成功的未来
第14章实施、评估与控制
第15章趋势与预测

Book Abstract

第1章营销传播策划
营销传播策划概述
态势分析
任何策划周期的初始阶段都是要获取对当前地位以及策划实施所处环境的认知。包括对大量资源进行信息的收集、分析和诠释。
最为重要的研究领域是那些将与组织打交道的利益相关者。不仅需要深入地理解每个群体对于组织及其品牌和事件的态度、意见和看法，还需要知道每个群体的购买行为和对竞争产品的看法，以及他们对于过去和未来传播事件的反应及媒体偏好等方面的具体信息。
其他需要研究的领域还涉及竞争者的行为，中间商、供应商、雇员的观点，以及更为宽泛的外部环境，包括与营销传播有关的法律和政治的变化、传播技术的进步和革新，以及可能影响传播偏好的社会普遍趋势等。
信息的收集尽管经常被放在第一阶段加以讨论，但它需要持续地进行下去，并且应当贯穿于传播策划的每个方面。对于传播具体问题的研究应当成为组织整体营销信息系统的一部分，包括竞争者和市场情报、环境扫描、更广的市场调研，以及由组织内部日常运营生成的数据。节事营销传播所需的调研将在第2章进行深入的讨论。
目标制定
一旦对于利益相关者、外部环境和组织内部环境有了全面的理解，接下来为事件制定传播目标成为了可能。这些通常被放在营销传播策划书的第一部分，并且用来指导其他部分的流程。传播目标应该在更宽泛的组织营销目标框架内加以制定，并反过来为实现公司目标服务。
传播目标不包括总体销售价值、利润率或市场份额，但是应包含对于传播的直接效果的具体目标，如品牌认知度、回应率、态度转变、接受度、个人推介等。
……

Introduction

节事产业包括节日、会议、大会、展览、奖励旅游、运动会和一系列其他活动，是一个快速发展的产业，它为商业和与休闲相关的旅游业作出了重大贡献。随着法规的增加，政府和公司对节事活动干预的深入，产业环境变得复杂多了。目前，节事活动管理者需要识别广泛的利益相关者并为其服务，以平衡他们的需求与目标。尽管该行业主要运作在国家层面，但是为满足节事活动以及相关产业和相关组织的需求，学术供应量增长很快。英语国家与主要的北欧国家已经设立了为未来的节事活动专业人士提供教育和培训的学习项目，可授予毕业证书和学士、硕士学位，其涵盖领域包括如节事策划和管理、市场营销、财务、人力资源管理和运作等。节事管理的内容还被包涵在了很多大学及学院里的旅游、休闲、娱乐和酒店等学位课程中。
这些课程的快速增加说明现在对于讲师、学生和专业人士来讲，这一方面的著作紧缺。因此，“节事管理译丛”出版了，以满足这些需求，为此领域提供一套专门规划的、有针对性的读物。
针对节事管理和相关研究的学术及管理发展情况，节事管理系列丛书具备以下特点：
·提供了与管理发展各阶段需求相匹配的一整套课题；
·是目前市场急缺的或目前不能满足需求的书籍；
·开发了一整套既实用又令人感兴趣的书籍；
·为研究项目打下了牢固的理论和研究基础；
·全部具备高质量；
·很快将成为作者和使用者的首选丛书。

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Jingdong book

Brand Origin

China

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