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This textbook provides readers with the most current and comprehensive coverage of the convention industry, with an in-depth look at conventions and meetings marketing, how to successfully sell to groups, and how to service their business after the sale.
The eighth edition offers expanded coverage of key industry trends, including the greening of meetings, new technology applications, social media, and the popularity of second-tier cities. There is an increased global perspective with international examples from Canada, Asia, and Europe; new special interest boxes featuring boutique hotels, positioning of conference centers, meeting rooms of the future, and a day in the life of a convention service manager; as well as new charts, graphs, interviews, examples, and Internet exercises to give readers insight into situations they will encounter on the job.
Milton T. Astroff, Marketing Consultant
James R. Abbey, CHA, Ph.D., University of Nevada, Las Vegas
©2011; 18 chapters, Softbound
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Chapter: 1 Introduction to the Convention, Meetings, and Trade Show Industry
Chapter: 2 Developing Your Marketing Plan
Chapter: 3 Organizing for Convention Sales
Chapter: 4 Selling the Association Market
Chapter: 5 Selling the Corporate Meetings Market
Chapter: 6 Selling Other Markets
Chapter: 7 Selling to the Meetings Market
Chapter: 8 Advertising to the Meeting Planner
Chapter: 9 Negotiations and Contracts
Chapter: 10 The Service Function
Chapter: 11 Guestrooms
Chapter: 12 Preparing for the Event
Chapter: 13 Function Rooms and Meeting Setups
Chapter: 14 Food and Beverage Service
Chapter: 15 Audiovisual Requirements
Chapter: 16 Admission Systems and Other Services
Chapter: 17 Exhibits and Trade Shows
Chapter: 18 Convention Billing and Post-Convention ReviewDownload
Course Description: Defines the scope and segmentation of the convention and group business market, describes marketing and sales strategies to attract markets with specific needs, and explains techniques to meet those needs as part of meeting and convention service.
Objectives: At the completion of this course, students should be able to:
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