Titlebook: Event Marketing in the Context of Higher Education Marketing and Digital Environments; Florian Neus Book 2020 The Editor(s) (if applicable

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2626-3327 ent fields. Florian Neus extends the existing scientific literature to events of higher education institutions and events within digital environments. Different aspects of event marketing efforts within these fields are addressed and evaluated. Based on conducted studies and coherent analysis new in

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Historical Review and State-of-the art,ted for many occasions and themes. Companies build on this wide range of opportunities as a form of “interactive communication of brand values […] in which consumers are actively involved […] and which would result in their emotional attachment to the brand,” as event marketing is defined (Whelan and Wohlfeil, 2006).

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https://doi.org/10.1007/978-1-4612-2928-5rgued on the necessity of applying existing concepts of marketing practices to the higher education sector (Rauschnabel et al., 2016; W?raas and Solbakk, 2009). Even though the market of HEIs is often regulated by national laws and conditions, the students that HEIs are competing for, have become well aware of the wide range of opportunities.

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Yuriy Vasetsky,Artur Zaporozhetstive technologies and digital communities have not only introduced new methods of communicating, they have also heavily influenced our social interaction habits (Barrett et al., 2016; Baden-Fuller and Haefliger, 2013).

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Book 2020rch and management are presented..?.About the Author:.Florian Neus. works as a research assistant at the chair of marketing and retailing at the University of Siegen. His research focusses around higher education marketing and event marketing in digital environments..