000 03276cam a2200469 a 4500
003 AE-ShPAA
008 200229s2020 gw ob 000 0 eng d
020 _a3658292628
020 _a9783658292621
020 _z365829261X
020 _z9783658292614
040 _cAE-ShPAA
040 _aEBLCP
_beng
_epn
_cEBLCP
_dGW5XE
_dYDX
_dOCLCQ
_dOCLCF
_dOCLCQ
_dOCLCO
050 4 _aHF5827
_bN487 2020
082 0 4 _a659.19381
_223
100 1 _aNeus, Florian.
_9836
245 1 0 _aEvent marketing in the context of higher education marketing and digital environments /
_cFlorian Neus.
260 _aWiesbaden :
_bSpringerGabler,
_c[2020]
300 _a166 pages
_c21 cm.
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
490 1 _aHandel und internationales Marketing =
_aRetailing and international marketing,
_x2626-3335
501 _aP.B
504 _aIncludes bibliographical references.
505 0 _aEvents 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.
520 _aEvent 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.
588 0 _aPrint version record.
650 0 _aEducation, Higher
_xMarketing.
_9837
650 0 _aSpecial events
_xMarketing.
_9838
650 6 _aÉvénements spéciaux
_xMarketing.
_9839
650 7 _aEducation, Higher
_xMarketing.
_9837
650 7 _aSpecial events
_xMarketing.
_9838
655 4 _aElectronic books.
776 0 8 _iPrint version:
_aNeus, Florian.
_tEvent Marketing in the Context of Higher Education Marketing and Digital Environments.
_dWiesbaden : Springer Vieweg. in Springer Fachmedien Wiesbaden GmbH, ©2020
_z9783658292614
830 0 _aGabler research.
_pRetailing and international marketing.
_9840
856 4 0 _3ProQuest Ebook Central
_uhttps://public.ebookcentral.proquest.com/choice/publicfullrecord.aspx?p=6121776
856 4 0 _3ProQuest Ebook Central
_uhttps://public.ebookcentral.proquest.com/choice/publicfullrecord.aspx?p=6122066
856 4 0 _3SpringerLink
_uhttps://doi.org/10.1007/978-3-658-29262-1
942 _2lcc
_cBK
991 _a0007267
999 _c3470
_d3470