...). It is also argues that events can provide companies with a strategic tool through which they can realize diverse marketing‐related objectives (Crowther, 2011). Events are moreover seen as having a lot of generic appeal, linked to meeting human needs like relaxation, novelty seeking, socializing, and hedonism...

...Anna Leask; Ahmed Hassanien; Rob Davidson Purpose The paper aims to provide an overview of how UK conference centres have incorporated Web 2.0 applications, such as Linkedin, Facebook and Twitter, into their marketing communications strategies. Design/methodology/approach Following an analysis...

...Phil Crowther Purpose The paper aims to introduce a framework within which to interpret and manage organisational events that have marketing significance. It also seeks to introduce associated concepts to further this area of study and practice. Design/methodology/approach The paper introduces...

... in their product. Originality/value The paper uses a well‐planned and well‐executed political convention to uncover the building blocks of a compelling consumer experience. Politics Political parties Marketing Promotional methods United States of America Notwithstanding the economic downturns...