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Venue Marketing as Strategy

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분야경영/경제/자기계발 > 경영
작가이형주 David Lee
출판형태종이책
페이지수 91 Pages
인쇄컬러표지-컬러, 내지-흑백
판형 46판
출판사부크크
ISBN979-11-272-6388-1
출판일2019.02.25
총 상품 금액 10,000

저자 소개

David Lee

David Lee consults on tradeshow & venue management for both show organizers & venue marketers. He began his career in 2003 at KINTEX, the largest convention center in Korea, where he spent 10 years in venue marketing and MICE business development. He then established his company, X4MICE & VMC Asia where he managed various tradeshows & cultural events like the Korean drama exhibition ‘My Love from the Star’, attracting more than 110,000 Asian visitors. He also provided consulting service on tradeshow development strategy for iMiD Korea Display Industry Association. He was named as a ‘Representative Entrepreneur’ by Goyang city, also won a grand prize for ‘Exhibition of the Year 2015’ by Ministry of Trade, Industry & Energy in Korea.
David joined LYNC Factory, Inc. as a general director in 2018 and creates new model mixed with culture and PR business. He lectures at KonKuk University & Korea Exhibition Industry Association about MICE business & venue marketing. He is the author of ‘Tradeshow marketing for SMEs’, published in November 2017, as well as numerous articles in the business trade press. He operates his own blog about the MICE industry. He got an MBA from Helsinki School of Economics in 2009 and graduated from Sogang University in Korea 2001. Reach him at shurat0@naver.com & blog https://brunch.co.kr/magazine/exhibitors

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목차

Preface
Executive Summary
I. Introduction
II. Marketing as Strategy
1. Overview
2. Concepts and Definitions
III. Case Study: KINTEX
1. History
2. KINTEX’s 3Vs
(1) Valued Customer
(2) Value Proposition
(3) Value Network
3. Strategic and Organizational Challenges
IV. Conclusions

도서 정보

This book, Venue Marketing as Strategy, is about marketing case study how KINTEX, the largest exhibition center in Korea, has achieved its success only after 3 years after its opening in 2005. The original contents in this book was appeared in IAEE(International Association of Exhibitions and Events, U.S) online journal 2009, which was the first time about Korea’s venue marketing study.

As we see now, many local governments consider MICE industry as a futuristic growth engine enhancing city brand. That’s the why city policy focus on construction of convention center as of landmark. And of course it is not only the trend of Korea, but many other global cities hope to be a MICE city based on the similar reason. But sometimes it might be a wrong way if the purpose is only for building splendid architecture or political objective. So I affirm that many venues and cities will have unexpected results if they don’t have a specific vision and marketing strategy for MICE venue establishment.
Even if not necessarily a convention center, large-scale facilities, which cost a large amount of money, must all have a clear purpose of existence and a marketing strategy therefrom before construction. Complex resorts, Olympic stadiums, museums and art galleries are also city amenities, and unless there is a vision of why they exist and how they operate before they are built, it will be a sad place like the white elephant that eats away at the city's finances.
This book is, among other things, valuable in that it contains practical examples of the convention center's initial three-year marketing strategy. And to provide a theoretical basis for how venue should consider strategy and implementation from a marketing perspective.