On July 9, 2009, Alexey Berlov and Alexander Shumovich, managing partners of Eventum Premo, together with Alpina publishers, presented a book summarizing the experience gained in the event management industry over the previous years. The presentation venues was the Onto Arte gallery.

The authors spoke about the reasons that prompted them to put their thoughts and ideas into words, which formed the basis under the book. It was in 2008 that Alexey Berlov and Alexander Shumovich decided to sum up their experience in organizing events by penning a book entitled “Mix, but not shake: Recipes for organizing events”. The result of hard and interesting work was the book, which became commercially available on June 25, 2009.
“The release of a new book on event management, based on a lot of practical experience, is a significant event for the market, indicative of the degree of its development. This is a Russian book written by Russian experts on Russian events; their mission was to bring the readers both joy and profit,” comments Alexey Berlov.
The title of the book was not chosen for nothing. According to Alexey Berlov, "Mix but not shake" is an altered phrase from the James bond film. In organizing events, it is also important to mix the right elements, but not in a chaotic order, but in the right proportion.
According to the authors, events are not just lively and memorable things that happen in of our lives, but an indispensable marketing tool – and a unique way of arranging a personal meeting between your client and brand.

The main sections of the book will help you:

• Set the real goals of the event
• Choose the right event concept,
• Build a script
• Avoid mistakes in financial planning and managing the event management team
• Choose technical support and decorations
• Evaluate the effectiveness of the event