Events & Festivals Research, UK Centre for Events Management

Following its success at the Academy of Marketing conference in Aberdeen during the summer of 2008 where co-author Emma Wood presented the paper, Dr Steve Henderson has just had an updated version his paper on Cayamo, a music cruise, published by Emerald in their Marketing Intelligence and Planning journal. The case looks at the development a cruise which is themed around country music and is suited to the teaching of marketing in the areas of market development, segmentation, targeting and marketing communications. It's available from here.