This book approaches the communication value of live experiences through events and meetings. It provides a refreshing and unique perspective on the correlation of advertising and public relations and the relationship among these three disciplines to increase the efficacy of a business message.

This book is designed to demonstrate the need for a strategic approach to event management. Everyone involved and interested in the strategic role that events can play will gain insight from the areas discussed.

With practical examples and thought provoking questions in every chapter, we see how the event organiser and senior management can together shape the events business for the benefits of stakeholders or members.