Part I
Types of Shows

In Part I, we look at different types of shows:

• Shows staged as live events (Chapter 2)
• Creative spaces (Chapter 2)
• Shows that use new and reinvented media (Chapter 3)
• Shows that rely on the oldest of marketing tools—word of mouth and referral (Chapter 4)

Finally, in Chapter 5, using Victoria's Secret as an example, we show you how to integrate different types of shows for maximum impact.