This anthology features renowned authors from research and practice who address all strategic and conceptual aspects and success factors of event marketing. They consider not only a process cost-oriented perspective but also event controlling, as well as legal and safety-specific issues such as liability and risk minimization, or the rights and obligations of agencies. Concrete guidance on criteria for selecting event locations and numerous examples of successful events provide a strong practical relevance. An outlook on current trends and future developments such as digital events, green events, or event psychology rounds out the book. Practice-oriented event management is aimed equally at scholars and students focusing on marketing, as well as management practitioners and executives in the field of event marketing.