Event Marketing in the Context of Higher Education Marketing and Digital Environments

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.

List of 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.

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.

Product details

• Authors: Florian Neus
• Publisher: Springer, Berlin
• Languages: English
• Product format: Paperback / Softback
• Released: 01.04.2020
• EAN: 9783658292614
• ISBN: 978-3-658-29261-4
• No. of pages: 156
• Dimensions: 148 mm x 210 mm x 9 mm
• Weight: 232 g
• Illustrations: XV, 156 p. 1 illus.
• Series: Handel und Internationales Marketing / Retailing and International Marketing; Handel und Internationales Marketing Retailing and International Marketing
• Subjects: Social sciences, law, business > Business > Advertising, marketing; Marktforschung, Marketing und Vertrieb, HigherEducationMarketing; EventMarketing; eSports; DigitalEnvironments; Eventmanagement; EventPortfolio; BrandCommunication; BuildingEventPortfolios; EventPortfolioManagement; EventConsumption; SocialLiveStreamingServices