EVENT MARKETING MANAGEMENT – OPPORTUNITIES FOR INTEGRATING INTO COMPANIES’ BUSINESS POLICY

Nicoleta Cristache (), Micu Adrian (), Elena Valentina Basalic and Ema Rusu
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Nicoleta Cristache: Dunarea de Jos University of Galati, Romania
Micu Adrian: Dunarea de Jos University of Galati, Romania
Elena Valentina Basalic: The Bucharest Academy of Economic Studies, Bucharest, Romania
Ema Rusu: Dunarea de Jos University of Galati, Romania

Risk in Contemporary Economy, 2013, 261-272

Abstract: Although the word “event” is one of the world’s 500 most popular words, few people know what event marketing is and how can it help boost business. Event marketing used by marketers in all industries, represents a unique opportunity for conveying specific messages, educating both the external and internal public, generating demand and leads, increasing sales and last but not least for improving companies reputation. By presenting a mix of recent studies, the present paper shows marketers what to pursue when organizing such an event so that the rate of investment return to be as high as possible. As it can be seen, this paper shows that people do share their experiences be they positive or negative, aspect which helps boosting brands if event marketing is well planned and organized. How does event marketing look like and what efforts are required to achieve the desired results will be revealed in the current research.

Keywords: marketers; management; advertising (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:ddj:fserec:y:2013:p:261-272

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