The book focuses on core marketing and PR current theory specifically relevant to the events, introducing students to topics from marketing strategy, consumer marketing and PR to how to use the internet to promote events. It integrates a range of international case studies from small-scale events to mega events to help how show theory can be applied in practice. It further includes inserts of interviews with practitioners in the field to offer insight into the realities of event promotion and how to overcome potential pitfalls. Learning outcomes, discussion questions and further reading suggestions are included to aid navigation throughout the book, spur critical thinking and further students' knowledge.

Nigel Jackson is Programme Manager in Events Management at the University of Plymouth.

1. Introduction 2. Communication and Persuasion within Events 3. Marketing your Event 4. The Importance of a Marketing Strategy 5. The Event Marketing Mix 6. Understanding the Consumers of your Event 7. Building your Reputation: The Use of Public Relations 8. Gaining Visibility: Marketing Public Relations 9. Using Media Relations 10. Corporate Public Relations: Building your Reputation 11. Promoting your Event Online 12. Conclusion