O'Mahony, Barry and Polonsky, Michael 2006, Special events in the nonprofit sector, in Nonprofit marketing : marketing management for charitable and nongovernmental organizations, Sage Publications, Thousand Oaks, Calif., pp.246-273.
Learning Objectives On completion of this chapter; thereader will • Define special events and understand the role of special events in the nonprofit sector • Describe the different types of nonprofit events • Describe the factors that influence the objectives of special events • Understand the issues involved in producing special events • Understand the risks associated with hosting special events • Describe the procedures involved in managing special events • Understand the importance of marketing and public relations for special events in the nonprofit sector
Content Opening Vignette: The Great Victorian Bike Ride 247 Special Events: Definition, Rationale, Planning, and Design 247 Scope of Events~in the Nonprofit Sector 252 Objectives of Special Events 254 Strategic Issues in Producing Special Events 258 Managing Special Events 268 Marketing and Promoting Special Events 269 Evaluating Special Events 273
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