营销你的活动计划企业：获得竞争优势的创造性方法 EVENT PLANNING BUSINESS

Recent years have been tough on event planners and the special events industry. September 11, major economic downturns, wars and SARS have all hit the event planning industry hard. There are fewer corporate dollars than ever to go around for travel budgets and special events. In what was already a highly competitive industry, many planners and companies are struggling for their business survival. This book tells you all you need to know about how to market your event planning business and build a client base - in good times or in bad.
Marketing Your Event Planning Business shows event planners and event management companies how to gain the competitive edge by setting themselves apart, pursuing new markets, and soliciting sales. It covers all the vital topics in event planning marketing, including how to:
　　Diversify your client base
　　Develop niche markets and areas of expertise
　　Define and customize your customer service
　　Establish a back-up plan for use during downturns
　　Solicit sales and develop new business
　　Market yourself within your company and in the industry
　　Set up your own event planning business
　　Marketing Your Event Planning Business is loaded with practical tips and examples, offering everyone in the event management business creative new ways to showcase their talents, build their business and bring added value to their clients. An 　　indispensable tool for:
　　event planners
　　event planning management companies
　　suppliers
　　public relations, communications, and administrative professionals
　 professionals in the hospitality, culinary, and travel industries

Acknowledgements
Preface
PART 1: MARKETABILITY
　Chapter 1.Making Yourself Marketable
　Chapter 2.Acquiring Areas of Expertise
　Chapter 3.Creating Your Niche
PART 2: MARKET DEVELOPMENT
　Chapter 4.Defining Your Objective: Who Is Your Client?
　Chapter 5.Targeting Your Talents
　Chapter 6.Customizing Customer Service Requirements
PART 3: MARKETING ENDEAVORS
　Chapter 7.Marketing to Your Audience
　Chapter 8.Soliciting Sales: Innovative Ideas
　Chapter 9.The Value of Diversification
　Chapter 10.Going Out on Your Own: Costs and Benefits
Conclusion
Appendix A: Leading Internationally Recognized Industry Certifications
Appendix B: Industry Associations and Councils
Appendix C: Industry Magazines, Books, Online Publications and Resources
Appendix D: Industry Conferences, Congresses, Trade shows and Award Shows
Appendix E: Sample Creative Concepts
Sample A: Concept for Corporate Event
Sample B: Concept for a Fundraising Event
Sample C: Concept for a Theme Event
Index