Event Marketing in the Context of Higher Education Marketing and Digital Environments
Event marketing is a powerful tool of brand communication and used within many different fields. Florian Neus extends the existing scientific literature to events of higher education institutions and events within digital environments. Different aspects o
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Florian Neus
Event Marketing in the Context of Higher Education Marketing and Digital Environments
Handel und Internationales Marketing Retailing and International Marketing Series Editors Bernhard Swoboda, Trier, Germany Thomas Foscht, Graz, Austria Hanna Schramm-Klein, Siegen, Germany
Die Schriftenreihe fördert die Themengebiete Handel und Internationales Marketing. Diese charakterisieren – jedes für sich, aber auch in inhaltlicher Kombination – die Forschungsschwerpunkte der Herausgeber. Beide Themengebiete werden grundsätzlich breit aufgefasst; die Reihe bietet sowohl Dissertationen und Habilitationen als auch Tagungs- und Sammelbänden mit unterschiedlicher inhaltlicher und methodischer Ausrichtung ein Forum. Die inhaltliche Breite ist sowohl im Sinne eines konsumentenorientierten Marketings wie auch einer marktorientierten Unternehmensführung zu verstehen. Neben den Arbeiten, die von den Herausgebern für die Schriftenreihe vorgeschlagen werden, steht die Reihe auch externen wissenschaftlichen Arbeiten offen. Diese können bei den Herausgebern eingereicht und nach einer positiven Begutachtung publiziert werden. The book series focuses on the fields of Retailing and International Marketing. These two areas represent the research fields of the editors—each of them as a single research area, but also in combination. Both of these research areas are widely understood. Consequently, the series provides a platform for the publication of doctoral theses and habilitations, conference proceedings and edited books, as well as related methodological issues that encompass the focus of the series. The series is broad in the sense that it covers academic works in the area of consumer-oriented marketing as well as the area of marketoriented management. In addition to academic works recommended by the editors, the book series also welcomes other academic contributions. These may be submitted to the editors and will be published in the book series after a positive assessment.
More information about this series at http://www.springer.com/series/12697
Florian Neus
Event Marketing in the Context of Higher Education Marketing and Digital Environments
Florian Neus Marketing and Trade University of Siegen Siegen, Germany Dissertation, University of Siegen, 2019
ISSN 2626-3327 ISSN 2626-3335 (electronic) Handel und Internationales Marketing Retailing and International Marketing ISBN 978-3-658-29261-4 ISBN 978-3-658-29262-1 (eBook) https://doi.org/10.1007/978-3-658-29262-1 © The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2020 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by
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