The Event Marketing Handbook: Beyond Logistics And Planning

Event marketing is big in the U.S., with companies investing over $300 billion annually in various events such as webinars, tradeshows, product launches, and more. In The Event Marketing Handbook, industry expert Allison Saget shows marketing professionals how to maximize return on investment for their event expenditures. She emphasizes that event marketing is a strategic, dynamic discipline linked to business objectives and sales goals, focusing on brand recognition, lead generation, and thought leadership. The book provides an end-to-end process from planning to measurement, along with case studies, templates, and tips from industry insiders. It is suitable for both beginners and seasoned professionals.