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Event Marketing in the Context of Higher Education Marketing and Digital Environments / by Florian Neus
(Handel und Internationales Marketing Retailing and International Marketing. ISSN:26263335)

Publisher	(Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler)
Year	2020
Edition	1st ed. 2020.
Authors	*Neus, Florian author SpringerLink (Online service)

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Links to the text	Location	Volume	Call No.	Barcode No.	Status	Comments	ISBN	Printed	Restriction	Reserve
Links to the text	Library Off-campus access			OB00161755		Springer Business and Management eBooks (電子ブック)	9783658292621

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Material Type	E-Book
Media type	機械可読データファイル
Size	XV, 156 p. 1 illus : online resource
Notes	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 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 HTTP:URL=https://doi.org/10.1007/978-3-658-29262-1
Subjects	LCSH:Marketing LCSH:Digital media FREE:Marketing FREE:Digital and New Media
Classification	LCC:HF5410-5417.5 DC23:658.8
ID	8000066035
ISBN	9783658292621