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Event Marketing in the Context of Higher Education Marketing and Digital Environments de Florian Neus

Event Marketing in the Context of Higher Education Marketing and Digital Environments: Handel und Internationales Marketing Retailing and International Marketing

Autor Florian Neus
en Limba Engleză Paperback – 26 feb 2020
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.
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Specificații

ISBN-13: 9783658292614
ISBN-10: 365829261X
Pagini: 156
Ilustrații: XV, 156 p. 1 illus.
Dimensiuni: 148 x 210 mm
Greutate: 0.24 kg
Ediția:1st ed. 2020
Editura: Springer Fachmedien Wiesbaden
Colecția Springer Gabler
Seria Handel und Internationales Marketing Retailing and International Marketing

Locul publicării:Wiesbaden, Germany

Cuprins

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.

Notă biografică

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.

Textul de pe ultima copertă

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.

Caracteristici

Offers a new scientific perspective on event-marketing