The Multifunctional Discipline of Marketing
Few of us enjoy the opportunity to do only one thing in our jobs. As you pursue a career in event marketing, you will probably find yourself balancing that responsibility with many others that may be totally unrelated. In his book Special Events, Dr. Joe Goldblatt offers this personal observation to students in his event management program at George Washington University in Washington, DC Many of the students who apply for admission to the Event Management program tell me that although managing...
Jay Lurye
If there ever was a master of integrative marketing and creative thinking, it was Jay Lurye, the founder and president of Impact, International. Based in Chicago, his company was among the first event production and marketing firms, and many of his principles innovated practices that are common in the industry today. Much of his work centered on association conventions, but his greatest contributions were in building attendance through marketing partnerships and the creation of ancillary...
Bill Veeck
Bill Veeck was professional baseball's first promotional genius. As owner of the Cleveland Indians, Chicago White Sox, St. Louis Browns, and two minor league teams, he was a showman without peer. He understood that in the 1930s and 1940s, a country coming out of the depression and war years needed something more than the game on the field in order to spend precious dollars. They needed entertainment and excitement, and he was certainly committed to enterprise. His greatest strength was his...
In Appreciation Of
Dr. Joe Goldblatt, CSEP, who, at his relatively tender age, has already become known worldwide as a patriarch of modern event management and marketing practices. Grabbing the sword and leading the charge toward completion of this book, he guided and encouraged me to stay the course and take the hill. I am forever in his debt. JoAnna Turtletaub, whose timeless patience and cheerful support as our publisher's senior editor was such a significant asset during the writing, assimilation, and...
Acknowledgments
There is no single, definitive instruction manual in the glove compartment of the event marketing vehicle. In reality, there are thousands of such manuals, each building on the books of knowledge that preceded them and adding to the bodies of knowledge that will fill the stream of future information. I am blessed to have been associated with the best of the best during my career. Among my mentors are scholars, marketers, managers, writers, educators, financial analysts, researchers, association...