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Events als Instrumente des Regionalmarketing

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Brand
Springer Nature
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N/A
Part Number
0
GTIN
9783658071134
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New
Product Description

Um mit einem Event positive Effekte in der Veranstaltungsregion zu erzielen, ist eine umfassende Eventwirkungskontrolle unerlsslich. Julia Khler entwickelt einen Bezugsrahmen, der eine detaillierte, mehrdimensionale Wirkungsanalyse von Events in Regionen ermglicht sowie eine Verknpfung dieser Wirkungsanalyse mit den Handlungsfeldern des Regionalmarketing vornimmt. Die Tauglichkeit des Bezugsrahmens berprft die Autorin mit einer empirischen Analyse. Ihre Ergebnisse zeigen, dass das untersuchte Event positive Effekte auf die regionale Wirtschaft und die Lebensqualitt der einheimischen Bevlkerung entfaltet. Dem Regionalmarketing wird mit dem Bezugsrahmen ein Instrument an die Hand gegeben, welches eine umfassende Analyse der Effekte von Events erlaubt, um daraus entsprechende Handlungsempfehlungen zur optimalen Gestaltung abzuleiten.

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