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Events und Erlebnis
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Die Autorinnen und Autoren des Tagungsbandes liefern aus Sicht des Marketing, der Kommunikationstheorie sowie der Medienwissenschaften Erklrungsanstze fr das Entstehen und Wirken von Erlebnissen im Eventkontext. Der Band fasst die auf der achten Wissenschaftlichen Konferenz zur Eventforschung, die am 28. Oktober 2016 an der TU Chemnitz stattfand, vorgestellten und diskutierten aktuellen Forschungsergebnisse zum Thema Events und Erlebnis zusammen. Das Schwerpunktthema wird ergnzt um wissenschaftliche und praxisorientierte Beitrge u. a. zum Messecontrolling, zu Events im Innovationsmanagement, zur Digitalisierung in der Live-Kommunikation oder zum Markenschutz.
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