Creative marketing

Book chapter


Gorchakova, Valentina 2019. Creative marketing. in: Routledge.
AuthorsGorchakova, Valentina
Abstract

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.

Keywordsmarketing; creative marketing; event marketing; digital marketing; customer value; authenticity; experience
Year2019
PublisherRoutledge
ISBN9781351142083
Web address (URL)http://hdl.handle.net/10545/624462
http://creativecommons.org/publicdomain/zero/1.0/
hdl:10545/624462
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File Access Level
Open
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File Access Level
Open
Publication dates05 Dec 2019
Publication process dates
Deposited06 Feb 2020, 16:13
Accepted2019
Rights

CC0 1.0 Universal

ContributorsUniversity of Derby
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https://repository.derby.ac.uk/item/950w4/creative-marketing

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