Event Marketing and Management

Event Marketing and Management

Authors : Sanjaya Singh Gaur & Sanjay V. Saggere

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About the Author

Sanjaya Singh Gaur :-
He is currently Assistant Professor of Marketing at Shailesh J Metha School of Management, Indian Institute of Technology, Bombay. He also holds the position of An Adjunct Professor at University of Hoseo, Korea. He is on the Board of Governors for Management Institutes in India. Dr. Gaur is a Fellow of Academy of Marketing Science (USA). He has a Doctorate in Management and has done his graduation in Engineering and postgraduation in Management. He has been the core Marketing Faculty at Indian School of Mines, Dhanbad, Birla Institute of Technology & Science, Pilani, a consultant to Ranbaxy Laboratories Ltd, RFCL, Geologistics India Ltd and Godrej & Boyce Mfg.Co.Ltd. etc.


Sanjay V. Saggere :-
He is currently Vice President of Syspro Technologies Inc., a US based information technology and products company. Other firms he has worked include Blueshift Inc., Grindwell Norton and Elmach Engineering.
He has also been associated with UTV's event management division, Unirapport Events and TCS with its management cousulting division.
 

About the Book

This remarkable book targets the Event Professional as well as the novice in highlighting the efforts needed to conduct an event of any nature. India-centric in its focus, the book also has a plethora of international examples aimed at providing an in-depth understanding of Events as a strategic communication tool at the generic level.
 

Key Features

• Presents evolution and historical background of events 
• Includes a brief section on the synergies between Advertising, PR and Events 
• Detailed insight into specific events related to phenomena such as ambush marketing and barter 
• Pre-event, during-event, and post-event activities have also been clearly demarcated by using step-by-step event flow analysis 
• Features numerous figures, exhibits, tables and case studies for clarity of concepts 
• Exposition on formulation and implementation of business strategies 
 

Table of Content

Part-I: Introduction to Events: 1. What are Events, 2. Why Events, 3. Key Elements of Events, Part-II: Event Marketing: 4. Understanding the Event Market, 5. Concept of Product in Events, 6. Concept of Pricing in Events, 7. Concept of Promotion in Events, 8. Event Management, 9. Strategic Market Planning, 10. Strategic Alternatives for Growth, 11. Evaluation of Event Performance • Appendices: A. Competitive Assessment, B. Market Attractiveness and Business Strength, C. Snapshot: Event Organisers, D. Snapshot: Who's Sponsoring What and Where, E. Case Study: A2Z Events • References • Index