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Marketing Corporate

Meetings, Products,

Services, and Events

Selling the Company’s Objectives

What We Have Here Is an Insurmountable

Opportunity

—YOGIBERRA

WHEN YOU HAVE COMPLETED THIS CHAPTER, YOU WILL

BE ABLE TO:

■Translate the corporate message and mission into sales and

marketing
■Market the spirit and purpose of incentive programs

■Understand the nuances between internal and external commu-

nications and markets
■Establish meaningful and durable relationships with the media

■Appreciate the role of public relations in corporate event

marketing
■Understand the growing role of cause-related marketing in an

overall corporate image-building campaign

CHAPTER 6