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Marketing Destinations and Venues for Conferences, Conventions and Business Events 2nd edition [Pehme köide]

(Tony Rogers Conference & Event Services Ltd and Leeds Beckett University, UK), (MICE Knowledge, UK)
  • Formaat: Paperback / softback, 312 pages, kõrgus x laius: 246x189 mm, kaal: 840 g, 26 Tables, color; 14 Line drawings, color; 22 Halftones, color; 36 Illustrations, color
  • Sari: Events Management
  • Ilmumisaeg: 12-Nov-2015
  • Kirjastus: Routledge
  • ISBN-10: 1138852155
  • ISBN-13: 9781138852150
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Marketing Destinations and Venues for Conferences, Conventions and Business Events 2nd editionSuurem pilt
  • Formaat: Paperback / softback, 312 pages, kõrgus x laius: 246x189 mm, kaal: 840 g, 26 Tables, color; 14 Line drawings, color; 22 Halftones, color; 36 Illustrations, color
  • Sari: Events Management
  • Ilmumisaeg: 12-Nov-2015
  • Kirjastus: Routledge
  • ISBN-10: 1138852155
  • ISBN-13: 9781138852150
Teised raamatud teemal:
Teised raamatud sellest sooduspakkumisest: Taylor & Francis humanitaariaraamatud International Student Editions hindadega
Püsilink: https://www.kriso.ee/db/9781138852150.html
Märksõnad:

Marketing Destinations and Venues for Conferences, Conventions and Business Events introduces students to key areas of marketing and promotion that are essential if destinations are to compete successfully in the rapidly expanding global business event sector. It achieves this by looking at issues surrounding business event marketing, strategic planning, destination and venue selling strategies and future challenges.

The 2nd Edition has also been updated to include:

  • New content on: destination marketing organisations’ and venues’ use of technology, use and impact of social media, sponsorship and partnership issues, economic changes as well as their responses to demand for sustainable meetings locations
  • Updated and new case studies on growth areas and emerging markets e.g. Middle East, Asia, Eastern Europe/Russia, Africa and South America, but also to include material on mature markets, destinations and venue operators
  • A genuinely international focus in terms of content and examples
  • New review and discussion questions and, where appropriate, learning outcomes
  • New online resource package for students and lecturers including: weblinks, power point slides and project questions

Accessible, global and informative, this is essential reading for all future business event and conference managers.

Arvustused

"The 2nd edition of Marketing Destinations and Venues for Conferences, Conventions and Business Events offers an excellent introduction to the topic. The book has been comprehensively updated to include the latest trends and developments in web marketing, social media and technology. The book offers an excellent range of international case studies, including a great selection of destinations, intermediaries and venues, drawn from all four corners of the globe. This book will be an invaluable resource to anyone teaching, researching or studying conferences, conventions and business events." - Judith Mair, Senior Lecturer in Event Management, School of Business, The University of Queensland

"The time has come for destination marketers to start thinking globally. This book shows the reader examples of successful marketing techniques from all over the world, focusing on conference, convention and business events. Included are valuable case studies and discussion questions to engender dialogues, whether in a classroom or boardroom. This book should be in the library of every Destination Marketing Organization, and also used as a textbook in undergraduate and graduate college classes that focus on this topic." - Patti J. Shock, CPCE, CHT, Academic Consultant, The International School of Hospitality, Professor Emeritus, University of Nevada, Las Vegas

"This book provides insights into what shapes the industry today and in the future, seen through the critical lens of Rogers and Davidson, both recognised specialist in the MICE and Venues Industry. If you want to stay one step ahead of your competitors, then dont put this book down. Its essential reading for professional development." - Scott Taylor, Chief Executive, Glasgow City Marketing Bureau

List of figures
x
List of tables
xii
Foreword xiii
Series Preface xiv
Preface xv
1 The role of marketing and selling in the convention and business events sector
1(36)
Chapter overview
1(1)
Learning outcomes
2(1)
Introduction
2(1)
The history of the conference industry
2(2)
The products of the conference market
4(1)
The stakeholders operating in the conference market
4(12)
The role of marketing in the conference industry
16(5)
The impacts of the conference industry
21(14)
Case Study 1.1 The Gold Coast Convention and Exhibition Centre winning the AMSA National Convention
27(1)
Case Study 1.2 The economic significance of meetings for the US economy
28(3)
Case Study 1.3 Marketing Moscow as a conference destination
31(4)
Summary
35(1)
Review and discussion questions
35(1)
Bibliography
35(2)
2 Marketing planning for destinations and venues
37(29)
Chapter overview
37(1)
Learning outcomes
38(1)
Introduction
38(1)
The purpose and components of marketing plans
39(1)
Marketing research
39(2)
Market segmentation and positioning
41(6)
Objectives and action plans
47(1)
The marketing mix
48(1)
The monitoring and evaluation of marketing plans
49(15)
Case Study 2.1 The Rwanda Convention Bureau
50(6)
Case Study 2.2 The Seoul MICE Master Plan
56(3)
Case Study 2.3 Tourisme Montreal's meetings and conventions blog
59(2)
Case Study 2.4 The Detroit Metro Convention and Visitors Bureau Tourism and Convention Sales Marketing Plan
61(3)
Summary
64(1)
Review and discussion questions
64(1)
References
65(1)
3 Non-personal marketing communications for destinations and venues: principles and practice
66(32)
Chapter overview
66(1)
Learning outcomes
67(1)
Introduction
67(1)
Publications
68(4)
Websites
72(3)
Public relations
75(10)
Advertising
85(11)
Case Study 3.1 The Convention Centre Dublin's website
90(3)
Case Study 3.2 Kyoto Convention Bureau's PR campaign based on pre-conference meditation
93(1)
Case Study 3.3 Atlanta Convention Bureau's I AM ATL campaign
94(2)
Summary
96(1)
Review and discussion questions
96(1)
Bibliography
96(2)
4 Personal marketing communications for destinations and venues: principles and practice
98(43)
Chapter overview
98(1)
Learning outcomes
99(1)
Introduction
99(1)
Direct marketing
99(3)
The social media
102(7)
Exhibiting at trade shows
109(6)
Workshops and roadshows
115(2)
Familiarisation trips and educationals
117(4)
Conference ambassador programmes
121(17)
Case Study 4.1 Ibtm china and the Hosted Buyer Programme
126(1)
Case Study 4.2 The Adelaide Convention Centre workshops
127(2)
Case Study 4.3 Ibtm world Best Stand Award winners
129(2)
Case Study 4.4 The Tourist Office of Spain (Turespana) virtual trade show for the MICE market
131(1)
Case Study 4.5 The York Minster to Westminster showcase
132(4)
Case Study 4.6 The Great Ambassador Networking Group (GANG)
136(2)
Summary
138(1)
Review and discussion questions
139(1)
Bibliography
139(2)
5 Sales strategies for destinations and venues: principles and practice
141(45)
Chapter overview
141(1)
Learning outcomes
142(1)
Introduction
142(1)
The role of personal selling
143(4)
Sales promotion and yield management
147(3)
The management of a sales force
150(3)
Destination and venue selling strategies
153(6)
Handling enquiries effectively
159(5)
Submitting professional bids and sales proposals
164(3)
Managing site inspections and showrounds
167(2)
Negotiation skills
169(2)
Business retention
171(2)
Maximising impact through business extenders
173(11)
Case Study 5.1 Singapore's Sales Incentives and Event Support Programmes
174(3)
Case Study 5.2 Using a venue representation service: Paje and The Jockey Club
177(1)
Case Study 5.3 UniSpace Sunderland's value-added packages
178(3)
Case Study 5.4 The International Convention Centre, Birmingham and The Convention Centre Dublin's `Host Service' and `Client Associate/Client Host' programmes
181(1)
Case Study 5.5 Vancouver Convention Centre's Service Excellence Programme
182(2)
Summary
184(1)
Review and discussion questions
185(1)
References
185(1)
6 The marketing environment for destination marketing organisations
186(25)
Chapter overview
186(1)
Learning outcomes
187(1)
Introduction
187(1)
Destination marketing or destination management?
188(1)
Content marketing for destinations
188(3)
Alignment of destination event bidding strategies with local economy strengths
191(2)
Subvention and bid support practices
193(4)
Product development and investment
197(1)
Sustainability and the environment for destinations
198(11)
Case Study 6.1 Destination management in Glasgow, Scotland
201(1)
Case Study 6.2 `Germany. Expertise.' brochure
201(3)
Case Study 6.3 Sustainable destination best practice: Tampere, Finland
204(5)
Summary
209(1)
Review and discussion questions
209(1)
Bibliography
210(1)
7 The marketing environment for venues
211(21)
Chapter overview
211(1)
Learning outcomes
212(1)
Introduction
212(1)
The growing diversity of conference venues
212(2)
Brand alignment as a criterion in selecting venues
214(1)
Venues' growing use of technology
215(1)
Changing trends in venue design
216(3)
Venues and sustainability
219(1)
Venue security and accessibility
220(10)
Case Study 7.1 SnapEvent
223(1)
Case Study 7.2 A technologically advanced venue: the Cleveland Convention Center (USA)
224(1)
Case Study 7.3 Venue marketing using social media: Central Hall Westminster, London, UK
225(2)
Case Study 7.4 Iconic architecture: the ICE, Krakow, Poland
227(2)
Case Study 7.5 A sustainable venue: the Hong Kong Convention and Exhibition Centre
229(1)
Summary
230(1)
Review and discussion questions
231(1)
Bibliography
231(1)
8 Building effective marketing partnerships
232(19)
Chapter overview
232(1)
Learning outcomes
233(1)
Introduction
233(1)
The role of destination marketing organisations in forging partnerships at the destination level
233(4)
Membership recruitment and retention for destination marketing organisations
237(1)
Working with marketing consortia
238(2)
Maximising the benefits of membership of trade associations
240(2)
Harnessing political support through effective lobbying
242(7)
Case Study 8.1 The Three City Alliance
245(2)
Case Study 8.2 The IMEX Politicians Forum
247(2)
Summary
249(1)
Review and discussion questions
250(1)
Bibliography
250(1)
9 Current initiatives in the conferences, conventions and business events sector
251(39)
Chapter overview
251(1)
Learning outcomes
252(1)
Introduction
252(1)
Research and market intelligence
252(11)
Terminology
263(1)
Education and training
264(8)
Quality standards
272(16)
Case study 9.1 ICCA's Big Data search tool
276(6)
Case Study 9.2 IACC/NYU Certificate in International Conference Centre Management
282(1)
Case Study 9.3 Accredited in Meetings quality assurance scheme
283(5)
Summary
288(1)
Review and discussion questions
288(1)
Bibliography
288(2)
Appendix A The main meetings industry exhibitions 290(2)
Index 292
Tony Rogers has been involved with the conference and business events sector for over 25 years. He has managed several industry trade associations and now runs his own consultancy specialising in research and destination/venue marketing. He served as a Visiting Fellow at Leeds Beckett University for eight years.

Rob Davidsons main area of expertise is business events. He has written extensively on that theme. As Managing Director of MICE Knowledge, a consultancy specialising in business events research, education and training, he has undertaken research projects for many major organisations including Reed Travel Exhibitions.