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Titlebook: Event Marketing in the Context of Higher Education Marketing and Digital Environments; Florian Neus Book 2020 The Editor(s) (if applicable

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发表于 2025-3-21 16:45:53 | 显示全部楼层 |阅读模式
书目名称Event Marketing in the Context of Higher Education Marketing and Digital Environments
编辑Florian Neus
视频video
概述Offers a new scientific perspective on event-marketing
丛书名称Handel und Internationales Marketing Retailing and International Marketing
图书封面Titlebook: Event Marketing in the Context of Higher Education Marketing and Digital Environments;  Florian Neus Book 2020 The Editor(s) (if applicable
描述.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..
出版日期Book 2020
关键词Higher Education Marketing; Event Marketing; eSports; Digital Environments; Event Management; Event Portf
版次1
doihttps://doi.org/10.1007/978-3-658-29262-1
isbn_softcover978-3-658-29261-4
isbn_ebook978-3-658-29262-1Series ISSN 2626-3327 Series E-ISSN 2626-3335
issn_series 2626-3327
copyrightThe Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Fachmedien Wies
The information of publication is updating

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发表于 2025-3-21 22:03:31 | 显示全部楼层
2626-3327 ent 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 in
发表于 2025-3-22 00:27:48 | 显示全部楼层
Historical Review and State-of-the art,ted for many occasions and themes. Companies build on this wide range of opportunities as a form of “interactive communication of brand values […] in which consumers are actively involved […] and which would result in their emotional attachment to the brand,” as event marketing is defined (Whelan and Wohlfeil, 2006).
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https://doi.org/10.1007/978-1-4612-2928-5rgued on the necessity of applying existing concepts of marketing practices to the higher education sector (Rauschnabel et al., 2016; Wæraas and Solbakk, 2009). Even though the market of HEIs is often regulated by national laws and conditions, the students that HEIs are competing for, have become well aware of the wide range of opportunities.
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Yuriy Vasetsky,Artur Zaporozhetstive technologies and digital communities have not only introduced new methods of communicating, they have also heavily influenced our social interaction habits (Barrett et al., 2016; Baden-Fuller and Haefliger, 2013).
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Book 2020rch 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..
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