The handling of events as an increasingly important tool in marketing is being transformed by various influencing factors. These include Web 2.0 and social media platforms, as well as the growing group of LOHAS (Lifestyle of Health and Sustainability). Sixteen experts from the fields of business, agencies, and research describe trends and developments that will concern us today and in the future in this anthology. Drawing on their respective backgrounds, they offer ideas and inspiration for the evolution of one's own event marketing approach. Global live communication and creative responsibility, brand staging in space and storytelling, event hybrids and rewarding presentations, the success factor of emotion and experience quality: this professional book provides concise insights into important areas of event marketing from various perspectives.