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Handel und Internationales Marketing Retailing and International Marketing

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

Authors: Neus, Florian

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  • Offers a new scientific perspective on event-marketing

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eBook 67,40 €
price for Spain (gross)
  • ISBN 978-3-658-29262-1
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover 83,19 €
price for Spain (gross)
  • ISBN 978-3-658-29261-4
  • Free shipping for individuals worldwide
  • Institutional customers should get in touch with their account manager
  • Covid-19 shipping restrictions
  • Usually ready to be dispatched within 3 to 5 business days, if in stock
  • The final prices may differ from the prices shown due to specifics of VAT rules
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.

About the authors

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.

Table of contents (8 chapters)

Table of contents (8 chapters)
  • Introduction

    Pages 1-21

    Neus, Florian

  • Events as a Customer Touchpoint in Student Life – Creating Valuable Experiences and Lasting Impressions

    Pages 23-32

    Neus, Florian

  • Connecting the Stakeholders of Higher Education Institutions via Event Marketing – A Case Study Comparing Two Events

    Pages 33-48

    Neus, Florian

  • Building Event Portfolios for Higher Education Institutions – Results of a Choicebased Conjoint Experiment

    Pages 49-58

    Neus, Florian

  • Event Portfolio Management – The Case of Higher Education Institutions

    Pages 59-77

    Neus, Florian

Buy this book

eBook 67,40 €
price for Spain (gross)
  • ISBN 978-3-658-29262-1
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover 83,19 €
price for Spain (gross)
  • ISBN 978-3-658-29261-4
  • Free shipping for individuals worldwide
  • Institutional customers should get in touch with their account manager
  • Covid-19 shipping restrictions
  • Usually ready to be dispatched within 3 to 5 business days, if in stock
  • The final prices may differ from the prices shown due to specifics of VAT rules
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Bibliographic Information

Bibliographic Information
Book Title
Event Marketing in the Context of Higher Education Marketing and Digital Environments
Authors
Series Title
Handel und Internationales Marketing Retailing and International Marketing
Copyright
2020
Publisher
Gabler Verlag
Copyright Holder
The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature
eBook ISBN
978-3-658-29262-1
DOI
10.1007/978-3-658-29262-1
Softcover ISBN
978-3-658-29261-4
Series ISSN
2626-3327
Edition Number
1
Number of Pages
XV, 156
Number of Illustrations
1 b/w illustrations
Topics