Event Marketing in the Context of Higher Education Marketing and Digital Environments
ISBN:
978-3-658-29261-4
Auflage:
1st ed. 2020
Verlag:
Springer Fachmedien Wiesbaden GmbH
Land des Verlags:
Deutschland
Erscheinungsdatum:
26.02.2020
Reihe:
Handel und Internationales Marketing Retailing and International Marketing
Format:
Softcover
Seitenanzahl:
156
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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.
Biografische Anmerkung
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.
