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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https://doi.org/10.1007/978-3-658-29262-1Higher Education Marketing; Event Marketing; eSports; Digital Environments; Event Management; Event Portf

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Representations of Electromagnetic Fields,olders and serve to portray the institutions’ brand message (Andersson and Getz, 2008; Dees et al., 2006). In HEIs’ marketing mix in particular, events have an outstanding role. HEIs have a very complex structure, and the high number of stakeholders (e.g., students, researchers, lecturers, research

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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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