The Fundamental commercial value of the events industry has been thoroughly reached and captured making this an invaluable guide."-Mike Adkinson, Editor & Publisher, TechLINKS, The Guide to Technology in Georgia."definite guide for understanding the strategic significance of events as a media and an industry by itself."-Susan Stottlemyer, President & CEO, Unique Events & PartiesThis remarkable book targets the Event Professional as well as the novice in highlighting the efforts needed to conduct an event of any nature. India-centric in its focus, the book also has a plethora of international examples aimed at providing an in-depth understanding of Events as a strategic communication tool at the generic level.• Presents evolution and historical background of events.• Includes a brief section on the synergies between Advertising, PR and Events.• Detailed insight into specific events related to phenomena such as ambush marketing and barter.• Pre-event, during-event, and post-event activities have also been clearly demarcated by using step-by-step event flow analysis.• Features numerous figures, exhibits, tables and case studies for clarity of concepts.• Exposition on formulation and implementation of business strategies.For students of advertising and marketing and for professionals in advertising, media management and event management.Dr Sanjaya S Gaur is currently Assistant Professor of Marketing at Shailesh J Mehta School of Management, Indian Institute of Technology, Bombay. He also holds the position of an Adjunct Professor at University of Hose, Korea. He is on the Board of Governors for Management Institutes in India.Dr Gaur is a Fellow of Academy of Marketing Science (USA). He has a Doctorate in Management and has done his graduation in Engineering and postgraduation in Management. He has been the core Marketing Faculty at Indian School of Mines, Dhanbad, Birla Institute of Technology & Science, Pilani, a consultantto Ranbaxy Laboratories Ltd, RFCL, Geologistics India Ltd and Godrej & Boyce Mfg. Co. Ltd. etc.He can be reached via email at sanjaya_s_gaur@hotmail.comSanjay V Saggere is currently Vice President of Syspro Technologies Inc., a US based information technology and products company. Other firms he has worked include Blueshift Inc., Grindwell Norton and Elmach Engineering.He has also been associated with TV's event management division, Unirapport Events and TCS with its management consulting division.