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contents

acknowledgments xiii

preface xv

chapter one: the evolution of business functions and the ways they can be used to successfully drive business growth 1

section 1: traditional business functions: what they are and the returns they can bring 9

section 2: advanced business functions: what they are and the returns they can bring 28

chapter two: how to qualify your company objectives for a proposed business function 45

chpater three: selecting events to successfully meet specific company objectives 69

section 1: traditional business functions 70

section 2: advanced business functions 97

chapter four: taking stock and planning ahead 117

chapter five: spending your company's dollars where they matter most 139

chpater six: identifying potential landmines 161

chpater seven: protecting yourself and your company from red-flag areas 181

chapter eight: benefiting froma competitive analysis 195

chapter nie: exceeding expectations through execution 209

chapter ten: establishing codes of conduct and setting company standards 219

chapter eleven: tracking and analysing your results 239

conclusion 249

appendix 253

index 295

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The executive guide to corporate events & business entertaining : how to choose and use corporate functions to increase brand awareness, develop new business, nurture customer loyalty and drive growth 이용현황 표 - 등록번호, 청구기호, 권별정보, 자료실, 이용여부로 구성 되어있습니다.
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An industry expert shows readers how to get the best return on investment from corporate events

Corporate events and business entertaining are a major part of a company's communication, marketing and public relations strategy. They are used by businesses of all sizes to solicit new business, create a corporate or brand image, and retain and build loyalty with existing suppliers and customers. They can also be used effectively to elicit peak performance from employees and produce camaraderie and teamwork among co-workers. The corporate event bar has been raised dramatically and the competition to craft something original that will help a business create public awareness as well as industry and media buzz is fierce.

Staged effectively, business functions can contribute to a company's success, standing, profitability and business development. But corporate events and business entertaining can also seriously damage a company's image and put the company and its management in potentially high-risk situations if not handled carefully, professionally, and appropriately. Corporate boards and chief executives are now seeing how company scandals played out in the headlines can estrange customers, sink stock prices, and end careers in a matter of minutes. And many of the transgressions that have been made public have been linked to corporate events and business entertaining.

The Executive's Guide to Corporate Events and Business Entertaining provides executives with all the information they need before they plan, host, sponsor, or attend corporate events. It gives rising and established executives the tools they need to move ahead with confidence in planning their next company function.



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Praise for The Executive’s Guide to Corporate Events and Business Entertaining

"A goldmine of insight and instruction. Anyone planning any type of business event, large or small, must have a copy of this book!"
—Lisa K. Altizer, Marketing Director, Mercer Mall, West Virginia

"As usual, Judy Allen has written a valuable book filled with important information. She adds depth and breadth to the body of practical knowledge about the nuts and bolts of event strategy and tactics. This volume should at all times be on the desk of every planner and every business executive charged with planning an event."
—David Sorin, Esq., CEO, Management Mpowerment Associates, and Author of The Special Events Advisor: A Business and Legal Guide for Event Professionals

"Intelligent planning and thorough execution are the keys to success for any corporate function.  Judy Allen outlines a succinct, practical methodology that will ensure your next event achieves its stated business objectives and creates a positive lasting impression."
—Zeke Adkins, Co-founder, Luggage Forward

"In today’s competitive business climate, a ‘business as usual’ approach to corporate events and functions simply does not work. Judy Allen has compiled in one comprehensive guide everything today’s successful executive needs to know to take this strategic function to the next level."
—Evans Gebhardt, Executive Vice President, Eos Airlines, Inc.



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