What is the role of events in the marketing communication mix? What goals can be legitimately attributed to events? How to use events to deliver memorable experiences? How to measure event results and maximize returns on investments? How to deal effectively with event agencies? Readers will find hands-on answers to all these questions in this book, written bearing in mind the knowledge needs of companies that want to employ events as part of their marketing communication mix. It will be a stimulating reading for brand, product, communication and event managers, for account managers and creative directors in event agencies, for marketing and communication students, and for all those who aspire to get a job in the world of marketing events.