Produced by the advisors to the Nobel Peace Prize and the 1984 Olympics, this book offers practical event management and marketing advice flavoured with various anecdotes in one easy-to-read format. It explains precisely how to build image or company recognition by sponsoring diverse sizes and types of events ranging from entertainment to sports. It also covers every stage of marketing, logistics, finance, concessions and public relations.

This study provides an examination of the marketing technique of brand building. It covers aspects of brand management, brand equity, new and mature brands and extends the concept to new areas such as political marketing, green marketing and the arts.