Event marketing in the context of higher education marketing and digital environments / Florian Neus.

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Event marketing in the context of higher education marketing and digital environments / Florian Neus.

9783658292621
3658292628
365829261X
9783658292614

Wiesbaden : SpringerGabler, [2020]

English

1 online resource (166 pages)

HF5827

659.19381

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. Contents Events as a Customer Touchpoint in Student Life Event Portfolios of Higher Education Institutions Differences and Similarities in Motivation for Offline and Online eSports-Event Consumption Interaction in Social Live Streaming Services Target Groups Scientists and students in the field of marketing Practitioners in the same field 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.

Includes bibliographical references.

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Description based on print version record.

Gabler research. Retailing and international marketing.

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