TY  - BOOK
AU  - Neus,Florian
TI  - Event marketing in the context of higher education marketing and digital environments
T2  - Handel und internationales Marketing =
SN  - 3658292628
AV  - HF5827 N487 2020
U1  - 659.19381 23
PY  - 2020///]
CY  - Wiesbaden
PB  - SpringerGabler
KW  - Education, Higher
KW  - Marketing
KW  - Special events
KW  - Événements spéciaux
KW  - Electronic books
N1  - P.B; Includes bibliographical references; 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
N2  - 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
UR  - https://public.ebookcentral.proquest.com/choice/publicfullrecord.aspx?p=6121776
UR  - https://public.ebookcentral.proquest.com/choice/publicfullrecord.aspx?p=6122066
UR  - https://doi.org/10.1007/978-3-658-29262-1
ER  -