SERIES EDITOR FOREWORD

It is hard to believe that over a decade has passed since the late and great Leonard H. (affectionately known to most as “Buck”) Hoyle (1939–2010) wrote what historically will be recorded as the seminal pioneering book focused upon improving marketing specifically within the events industry. Buck, a tall, warm, and gentle giant in the meetings and events industry of the twentieth century, served as an executive of the American Society of Association Executives (ASAE), was the executive director for many years of the Hotel Sales and Marketing Association International (HSMAI), and was a beloved and admired leader in the modern meetings and events association. One of his greatest professional legacies is the book you now hold in your hands.