营销你的活动计划企业：获得竞争优势的创造性方法 EVENT PLANNING BUSINESS
点此进入淘宝搜索页搜索分类: 图书,进口原版书,经管与理财 Business & Investing ,
作者： Judy Allen著
出 版 社：
出版时间： 2004-12-1字数：版次： 1页数： 246印刷时间： 2006/12/01开本：印次：纸张： 胶版纸I S B N ： 9780470833872包装： 精装内容简介
Recent years have been tough on event planners and the special events industry. September 11, major economic downturns, wars and SARS have all hit the event planning industry hard. There are fewer corporate dollars than ever to go around for travel budgets and special events. In what was already a highly competitive industry, many planners and companies are struggling for their business survival. This book tells you all you need to know about how to market your event planning business and build a client base - in good times or in bad.
Marketing Your Event Planning Business shows event planners and event management companies how to gain the competitive edge by setting themselves apart, pursuing new markets, and soliciting sales. It covers all the vital topics in event planning marketing, including how to:
Diversify your client base
Develop niche markets and areas of expertise
Define and customize your customer service
Establish a back-up plan for use during downturns
Solicit sales and develop new business
Market yourself within your company and in the industry
Set up your own event planning business
Marketing Your Event Planning Business is loaded with practical tips and examples, offering everyone in the event management business creative new ways to showcase their talents, build their business and bring added value to their clients. An indispensable tool for:
event planners
event planning management companies
suppliers
public relations, communications, and administrative professionals
professionals in the hospitality, culinary, and travel industries
目录
Acknowledgements
Preface
PART 1: MARKETABILITY
Chapter 1.Making Yourself Marketable
Chapter 2.Acquiring Areas of Expertise
Chapter 3.Creating Your Niche
PART 2: MARKET DEVELOPMENT
Chapter 4.Defining Your Objective: Who Is Your Client?
Chapter 5.Targeting Your Talents
Chapter 6.Customizing Customer Service Requirements
PART 3: MARKETING ENDEAVORS
Chapter 7.Marketing to Your Audience
Chapter 8.Soliciting Sales: Innovative Ideas
Chapter 9.The Value of Diversification
Chapter 10.Going Out on Your Own: Costs and Benefits
Conclusion
Appendix A: Leading Internationally Recognized Industry Certifications
Appendix B: Industry Associations and Councils
Appendix C: Industry Magazines, Books, Online Publications and Resources
Appendix D: Industry Conferences, Congresses, Trade shows and Award Shows
Appendix E: Sample Creative Concepts
Sample A: Concept for Corporate Event
Sample B: Concept for a Fundraising Event
Sample C: Concept for a Theme Event
Index
