What is Events Marketing

Technology is playing a pivotal role in shaping the operations and marketing and events industry. The modern event manager has understood that the event success or failure may depend on the technology used or the lack of it. An event is a set of activities with specific purpose goals and needs of the attendees. An event can be defined as an organised occasion, it provides some lived experience and meaning. The technology has the potential to be used at each stage of the consumers' experience of events. The chapter has taken a resource-based view and analysed how technology can be a tool for operations and service innovation and ultimately a strategics for creating core competencies and core capabilities. This chapter explores how technology can be used in the management event, technology in the value delivery network of events, and marketing of events. Various new technologies like block-chain technology, augment relativity, RFID, social media, digital promotional tactics are discussed.