ABSTRACT
The other chapters in this section focus on specific operational details of marketing an event. This chapter puts such practical detail into context by setting up the importance of marketing management. This chapter will first address strategy in general, then the relationship between events and strategy and constructing a marketing strategy. Last it will address how to write a marketing plan. While the detail is important to event marketers, we also need to consider wider operational issues. Marketing strategy is about setting the scene for an event from both an internal and external perspective.
