How the "wow" effect creates advantages - All about events as an instrument of marketing communication - Conception, planning, organization, implementation and success control - Numerous illustrations, case studies, case studies and checklists To the work This textbook covers the conception, planning, organization, implementation and success control of events as an instrument of marketing communication. In addition, it describes related topics, current trends and tendencies in media development as well as the role of Web 2.0 and social media. More than 100 illustrations and information on the event market, event agencies, training opportunities and the profession of an event manager provide concrete orientation. Case studies, case studies, checklists and a security concept provide all-round know-how for training in the field of event management. Target group Students of the subject area Ev.