CONFERENCE & EVENT
MANAGEMENT
The marketing of events
, INTRODUCTION
• WHAT IS MARKETING?
– ‘management process responsible for
identifying, anticipating and satisfying
customer requirements profitably’ – (CIM
01)
– ‘Marketing views the entire business
process as consisting of a tightly integrated
effort to discover, create, arouse and
satisfy customers needs’ (Levitt ’80)
2
, Marketing and events
• Definition:
– ‘marketing is that function of event
management that can keep in touch
with the event’s participants and
visitors, read their needs and
motivations, develop products that meet
their needs and build a communication
programme which expresses the event’s
purpose and objectives’ (Hall ’97)
3
MANAGEMENT
The marketing of events
, INTRODUCTION
• WHAT IS MARKETING?
– ‘management process responsible for
identifying, anticipating and satisfying
customer requirements profitably’ – (CIM
01)
– ‘Marketing views the entire business
process as consisting of a tightly integrated
effort to discover, create, arouse and
satisfy customers needs’ (Levitt ’80)
2
, Marketing and events
• Definition:
– ‘marketing is that function of event
management that can keep in touch
with the event’s participants and
visitors, read their needs and
motivations, develop products that meet
their needs and build a communication
programme which expresses the event’s
purpose and objectives’ (Hall ’97)
3
