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Journal articles on the topic 'Event marketing'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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1

Якимова, Е. А., Д. А. Мусинцева, А. Н. Есина, К. Р. Зеков, А. В. Чусь, and Д. В. Неустроев. "Creative solutions in marketing: Event-marketing." Экономика и предпринимательство, no. 10(123) (November 15, 2020): 672–75. http://dx.doi.org/10.34925/eip.2020.123.10.127.

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В статье рассмотрены возможные методы использования event-маркетинга в сфере предоставления услуг или продажи продукции. Также определена сущность понятия event-маркетинга и приведены различные классификации и характеристики, сходства и различия. Ключевые показатели эффективности использования событийного маркетинга и результаты после его внедрения в структуру компаний позволяют улучшить конкурентоспособность и рейтинг организации. The article discusses possible methods of using event marketing in the field of providing services or selling products. The essence of the concept of event marketin

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Nufer, Gerd. "Event Marketing and Attitude Changes." Journal of International Business Research and Marketing 1, no. 3 (2015): 44–49. http://dx.doi.org/10.18775/jibrm.1849-8558.2015.13.3004.

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The most important objective of event marketing is to improve the image of a brand or a company. The paper presents an image transfer model for event marketing. Based on current research, an image transfer model for event marketing is developed and the conditions required for an image transfer to take place from an event to a brand or a company are explained. Depending on which conditions are met, there are different consequences with regard to the image transfer from the event to the brand or company that are structured and characterized in detail. The image transfer model is developed agains

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Setiawan, Romi, Dermawan Wibisono, and Mustika Sufiati Purwanegara. "Defining Event Marketing as Engagement-Driven Marketing Communication." Gadjah Mada International Journal of Business 24, no. 2 (2022): 151. http://dx.doi.org/10.22146/gamaijb.63788.

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Event marketing has been one of the popular corporate marketing strategies for decades. The method is experiential and aims to transform not only attendees' perceptions but also their behavior. Despite this, several events have failed to build loyalty or the purchase intention beyond the entertainment value. In addition, event marketing now focuses on gaining purchase and visit intentions. When a company focuses on engagement, it causes an increased usage desire and longer customer lifetime value. However, as a consequence of such communications, research into the engagement effect of an event

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Kuzmina, Evgenia E. "The event marketing effectiveness in higher education." Services in Russia and Abroad 18, no. 1 (2024): 249–55. https://doi.org/10.5281/zenodo.11224540.

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<em>The article briefly overviews the event marketing development and its use in higher education institutions. The author reflects the research results of Russian and foreign scientists on event marketing in higher education, specifies the key directions of event marketing activities in higher education, and identifies the problems of its use. The study made it possible to understand the students' awareness about university events, their impressions after visit and evaluation of their effectiveness. The study involved 100 third year students of the Faculty of Advertising and Public Relations,

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Todi,, Shatrughan. "A STUDY ON SOCIAL MEDIA AND THE FUTURE OF EVENT MARKETING." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 05 (2024): 1–5. http://dx.doi.org/10.55041/ijsrem34272.

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Event planners now have never-before-seen possibilities to interact with audiences and increase attendance thanks to social media, which has completely changed the field of event marketing. This study examines event marketing's present situation and potential going forward in the context of social media. The study examines the effects of social media on event promotion, audience engagement, and marketing effectiveness using empirical data and a systematic evaluation of the body of existing literature. Important conclusions show that social media promotion of events results in higher attendance

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Selby, D. A. "Marketing event optimization." IBM Journal of Research and Development 51, no. 3.4 (2007): 409–19. http://dx.doi.org/10.1147/rd.513.0409.

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Fuchs, Josef. "Event-Marketing, Betriebsausgaben." JUS-EXTRA 33, no. 370 (2017): 5. http://dx.doi.org/10.33196/jus-extra201737004000501.

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Satriya, Candra Yudha. "KONTRIBUSI EVENT MARKETING TERHADAP EKUITAS MEREK KOTA SOLO." Jurnal Ilmiah Komunikasi Makna 5, no. 1 (2014): 42. http://dx.doi.org/10.30659/jikm.5.1.42-53.

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Event marketing telah tumbuh dalam industri pariwisata sebagai alternatif produk wisata yang sangat diperlukan untuk menarik wisatawan. Hal tersebut juga diadopsi oleh kota Solo. Dari mementaskan acara-acara kecil yang bersifat kebudayaan dan tradisi sampai menjadi tuan rumah mega-event seperti konferensi internasional atau Olimpiade PARA Games, event marketing telah digunakan sebagai daya tarik untuk menghasilkan kunjungan tambahan ke kota Solo. Event-event tersebut bisa memberikan kontribusi besar terhadap tercapainya tujuan pemasaran secara umum dengan membantu memperkuat citra. Serta juga

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Nizyaev, Denis Alexandrovich, and Mariya Yurjevna Belyakova. "Pandemic Impact on Event Marketing of Racing Events." OrelSIET Bulletin, no. 2 (2022): 50–53. http://dx.doi.org/10.36683/2076-5347-2022-2-60-50-53.

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Mulawarman, Logi, Juliana Palit, and Darusalam . "Event Marketing sebagai Upaya untuk Memaksimalkan Akuisisi Pelanggan: Studi Kasus pada Perusahaan E-commerce X." Income : Digital Business Journal 1, no. 1 (2023): 11–18. http://dx.doi.org/10.30812/income.v1i1.2667.

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Event marketing activities involve the use of a certain time, layout, management, and the participation of various parties. Event marketing is a strategy to introduce products and attract customers. The purpose of this study is to explain event marketing strategies to maximize customer acquisition in e-commerce X. Qualitative research with case studies has been implemented in one of the e-commerce in Indonesia. Interviews were conducted with five informants who were employees at the City Y Branch Office. The results showed that the form of event marketing from e-commerce X was divided into two

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Evanthi, Ayundha, and Ratih Mukti Azhar. "Planning and Implementation of Event Marketing in Sociopreneurship." International Journal of Science, Technology & Management 4, no. 6 (2023): 1451–59. http://dx.doi.org/10.46729/ijstm.v4i6.1003.

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Growing in popularity and garnering a lot of public attention right now is social entrepreneurship, which has the ability to lessen societal problems and enhance people's quality of life. Social entrepreneurs can utilize event marketing to enhance event experiences and boost behavioral intention. The purpose of this study is to outline the components of implementation, restrictions, and planning. Using participant observation approach methodologies, interviewing techniques, descriptive qualitative kinds, and source triangulation as a measure of data validity, this study examines the marketing

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McKechnie, Donelda S. "PromoSeven Sports Marketing." Emerald Emerging Markets Case Studies 1, no. 1 (2011): 1–5. http://dx.doi.org/10.1108/20450621111110348.

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Subject area Sport marketing, sponsorship, marketing strategy, event management. Study level/applicability Undergraduate and Postgraduate Business and Management. Case overview This case discusses sport marketing within an emerging market business environment. PromoSeven Sports Marketing is the focus company. PromoSeven name is synonymous with major events particularly Emirates Airline Rugby 7s and the Olympic Council of Asia. The case highlights the challenges facing sponsorship, event management, sport marketing and PromoSeven's own business strategy after the 2009 economic downturn drew att

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Vovk, Volodymyr, Viktoriia Deli, and Serhii Selikhov. "PECULIARITIES OF THE APPLICATION OF EVENTS IN THE MARKETING TOOLS SYSTEM IN UKRAINE." Baltic Journal of Economic Studies 10, no. 3 (2024): 104–10. http://dx.doi.org/10.30525/2256-0742/2024-10-3-104-110.

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The article examines the distinctive characteristics of the utilisation of events within the marketing tools system in Ukraine. Furthermore, it analyses the prevailing global trends in the deployment of events within the marketing tools system. In particular, the annual increase in event budgeting is highlighted as a key trend, enabling organisations to plan more significant and better events in order to achieve their marketing goals. The implementation of technology in event marketing, whereby companies invest in events and utilise technology to create memorable experiences for customers and

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Adinata, Patrick Vivid, Brigita N. Cahyaningrum, Betchy Y. Margaretha, and Nicko Kornelius Putra. "Peran Event Marketing, Sosial Media Marketing, dan Content Marketing Terhadap Minat Beli." BIP's JURNAL BISNIS PERSPEKTIF 17, no. 1 (2025): 80–92. https://doi.org/10.37477/bip.v17i1.694.

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ABSTRACT The apparel industry in Yogyakarta has experienced rapid growth, leading to intensified competition in the market. This study investigates the influence of event marketing, social media marketing, and content marketing on consumer purchase intention for CRSL Store, both collectively and individually. CRSL Store, a leading local brand in Yogyakarta, uses various development strategies to maintain consumer interest, including organizing music events (CRSL Concert), leveraging social media platforms (Instagram and Tik-Tok), and implementing content-based marketing initiatives. This study

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Fatihiyyah, Binta, and Firman Syah. "Event Marketing Education Fair Anthology Events & PRs 2022 by PT Meka Eduversity Communications." Bisnis Event 4, no. 16 (2023): 156–65. http://dx.doi.org/10.32722/bev.v4i16.6045.

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MICE – Education Fair is an exhibition activity that displays types of education, both secondary education and higher education. This study aims to analyze elements of the marketing mix such as product, price, place, and promotion for marketing the 2022 Antologi Event & PRs Education Fair. This research was also conducted using the observation and interview methods of Antologi Event & PRs employees as the Event Organizer. The result of this study show that product, price, place, and promotions influence the marketing of the 2022 Education Fair Antologi Event & PRs event.Keyword: MI

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Skadinavion, Mochamad Oktian Desta, and Sri Aliami. "Kolaborasi Content Marketing dan Event Marketing sebagai Strategi Meningkatkan Loyalitas Pelanggan Wisata Korea Fantasy." JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS 9, no. 2 (2024): 356–67. http://dx.doi.org/10.29407/nusamba.v9i2.19485.

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Research aim: Determine the collaboration of content marketing and event marketing as a strategy to increase customer loyalty of Korea Fantasy Kediri Tourism. The research approach uses qualitative with case studies. Approach: Data collection techniques include interviews, observations, and online and offline documentation. Data validation uses data source triangulation. Research Finding: The results of the study: (1) Content marketing through content creation begins with conceptualizing and sharing ideas, photos and videos uploaded at any time and does not yet have a special team. Content sha

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Prokhorov, Andrey V., Evgenia P. Semishova, and Tamara G. Pyadysheva. "Event communications in the conditions of mediatization: actual problems and applications." Neophilology, no. 2 (2023): 427–34. http://dx.doi.org/10.20310/2587-6953-2023-9-2-427-434.

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The study is devoted to topical issues and the potential of using event-based brand promotion in competitive markets. The idea of promoting brands, products and services through special events is not new. This direction has been repeatedly considered from different positions in line with various marketing philosophies (atmospheric marketing, impression marketing, emotional marketing, engagement marketing, etc.). The event marketing market showed a decline in 2020–2021. against the background of the coronavirus pandemic, which, in turn, set the trend for the development of digital special event

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Wang, Ying, and Xin Jin. "Event-Based Destination Marketing: The Role of Mega-Events." Event Management 23, no. 1 (2019): 109–18. http://dx.doi.org/10.3727/152599518x15378845225384.

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Zavhorodnya, Larysa, and Nataliia Biloshkurska. "Event marketing as an innovative sales tool." European Journal of Interdisciplinary Issues 1, no. 1 (2024): 29–40. https://doi.org/10.5281/zenodo.13950489.

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In today’s competitive business environment, the effectiveness of traditional sales strategies is increasingly questioned, necessitating the exploration of innovative approaches such as event marketing. This study investigates the role of event marketing as a critical tool in contemporary sales strategies. The evolving dynamics of consumer preferences and intensifying market competition require novel methods to engage customers and drive sales. Event marketing has emerged as a promising solution, yet its precise impact and optimal utilization remain areas for further investigation. The p

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Kapinus, L., I. Kapinus, and O. Leleka. "Organization of marketing Internet events." Scientific Works of National University of Food Technologies 29, no. 1 (2023): 57–66. http://dx.doi.org/10.24263/2225-2924-2023-29-1-6.

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The article describes that the rapid development of digital technologies, globalization of the economy, digitization of the population, the Covid-19 pandemic, russia’s war against Ukraine and many other reasons have activated a deepened interest in finding ways of forming marketing communication in the Internet. As a result, enterprises use various marketing tools to influence the consumer audience, including event marketing tools. This research is dedicated to studying of the peculiarities of the organization and conduction of marketing events in the Internet. The prospects for the developmen

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Meyliana, Meyliana. "Analisa Strategi E-Marketing dan Implementasinya pada Rental Company." Binus Business Review 2, no. 1 (2011): 31. http://dx.doi.org/10.21512/bbr.v2i1.1109.

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Customers are the main key for persistence of a company. The company could arrange old customers and attract new customers, as marketing event. Marketing is one component in customer relationship management. Marketing today has become a trend in doing promotion, increase new customers to expand target market, and maintain old customer loyalty to increase the company sales’ point volume. Supported by appropriate information technology, marketing event could be changed as events that give benefit to the company. Marketing event with information technology, e-marketing, is done to increase compan

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Harb, Ayman Abdo, Deborah Fowler, Hyo Jung (Julie) Chang, Shane C. Blum, and Wejdan Alakaleek. "Social media as a marketing tool for events." Journal of Hospitality and Tourism Technology 10, no. 1 (2019): 28–44. http://dx.doi.org/10.1108/jhtt-03-2017-0027.

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PurposeThis study relied on the Theory of Planned Behavior (TPB) to assess factors that affected event fans’ decisions regarding their intention to attend events by using social network websites. The purpose of this study is to examine the impact of event fans’ attitudes, subjective norms and perceived behavioral control on their intentions to go to events based on social networking sites (SNSs) marketing. In addition, the researchers examined the impact of perceived enjoyment on event fans’ attitudes towards events pages on SNS.Design/methodology/approachThis study used a quantitative researc

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Ivanova, E. A., and V. A. Shlein. "Regional economy development using event marketing tools and tender procedures." Omsk Scientific Bulletin. Series Society. History. Modernity 6, no. 4 (2021): 163–69. http://dx.doi.org/10.25206/2542-0488-2021-6-4-163-169.

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The article discusses the territorial marketing role in managing their economic development, examines foreign and Russian experience in the event marketing use in the territory brand formation. The practice of holding gastronomic festivals as event marketing is studied. The authors developed recommendations to improve the procedures for preparing and conducting for territory marketing events including the preparation of technical specifications and a contract budget for participation in tenders for the purchase of holding event services.

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Maharani Dewi, Annisya, and Dimas Satrio Wijaksono. "Perancangan Manajemen Acara Expert Insight Special Episode Marketing Talks “Unlocking Marketing Potential: The Power Of AI” di Telkom Corpu Tahun 2023." Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) 8, no. 4 (2024): 1034–41. http://dx.doi.org/10.35870/jtik.v8i4.2532.

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Event management plays an important role in the success of an event and should be implemented during its execution, especially for important events such as corporate events. This research was conducted to implement the event management design for the Expert Insight Special Episode Marketing Talks "Unlocking Marketing Potential: The Power of AI" at Telkom CorpU, a company that regularly organizes online webinar series. This research successfully attracted 306 participants, with 62.3% of 151 participants stating that they were very satisfied and 37.1% satisfied with this event. Additionally, 58%

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Mahendran, S., and M. Renuga. "A STUDY ON CONSUMERS ATTITUDE ON EVENT BASED MARKETING IN COIMBATORE CITY." International Journal of Advanced Research 10, no. 01 (2022): 610–13. http://dx.doi.org/10.21474/ijar01/14080.

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In world, event based marketing has been changing the consumers attitude through more variety of products and services to the people with cost effective environment. These are factors influencing to purchase the products on event-based marketing place with more excitement. The consumers have been visiting the events for more availability of products and it provides more opportunities to humans. This article focuses the consumers attitude on event-based marketing in Coimbatore city. Structured questionnaire have represented to collect the consumers responses. For analysis, the researcher utiliz

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Liu, Lei, Jin Zhang, and Hean Tat Keh. "Event-Marketing And Advertising Expenditures." Journal of Advertising Research 58, no. 4 (2017): 464–75. http://dx.doi.org/10.2501/jar-2017-043.

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Delattre, Eric. "Event Study Methodology in Marketing." Recherche et Applications en Marketing (English Edition) 22, no. 2 (2007): 57–75. http://dx.doi.org/10.1177/205157070702200204.

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Tripodi, John A., and Max Sutherland. "Ambush marketing – ‘An Olympic event’." Journal of Brand Management 7, no. 6 (2000): 412–22. http://dx.doi.org/10.1057/bm.2000.33.

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Romashkin, Viktor A. "Gamification elements in event marketing." Neophilology, no. 1 (2023): 195–201. http://dx.doi.org/10.20310/2587-6953-2023-9-1-195-201.

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We consider the specifics of using gamification elements in event marketing from the standpoint of involving and retaining participants in special event. Gamification is defined as the use of game mechanics in non-game situations. Gamification techniques are used in education, business, and marketing. In the promotion system, gamification techniques demonstrate consistency in the struggle of companies and brands for the attention of the audience. The work clarifies the boundaries of the concepts of “game” and “gamification”. As the established practice shows, gamification can be used at variou

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Zhu, Zimeng. "Figure Skating Tickets Under Digital Marketing." Frontiers in Business, Economics and Management 16, no. 3 (2024): 153–55. http://dx.doi.org/10.54097/cryf0q23.

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With the holding of the Beijing Winter Olympics and the vision of "300 million people on ice and snow", figure skating has received more and more attention, and the audience and market are also growing, so the research on figure skating ticket marketing is more meaningful. This paper takes figure skating event ticket marketing as the research object, adopts literature data method, system analysis method, combined with marketing theory, to sort out the whole process of figure skating ticket marketing. This paper finds out the main factors affecting the Chinese figure skating event ticket market

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Wu, Shwu-Ing. "Competing Model of Event Marketing Activities." International Journal of Marketing Studies 8, no. 4 (2016): 52. http://dx.doi.org/10.5539/ijms.v8n4p52.

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<p>Event marketing is the important strategy for the regional tourism development. It is worthwhile to be discussed that the cooperation between regional image and physical environment can shape the regional features and intensify tourists’ attitudes and tourist willingness towards regions. This study took the regular event marketing activities (Xinshe Sea of Flowers events in Taichung; Sakura Festival in Formosa Aboriginal Culture Village in Sun Moon Lake) held in two regions in Taiwan as the examples to discuss the effect of event marketing activities in different regions, regional ima

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Sari, Nasya Claudia, and Ulfi Maranisya. "The Influence of Event Marketing and Product Quality on The Decision to Visit The Event The Sounds Project 2022." Jurnal Manajemen Pelayanan Hotel 7, no. 1 (2023): 1. http://dx.doi.org/10.37484/jmph.070101.

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There are various types of events currently being held. One of them is music events, which at this time are very much liked by various groups. One of the most discussed music platforms is The Sounds Project. At first, The Sounds Project organized music events among Jakarta-Depok circles which aimed to make a music platform that could attract the interest of young people so that they could be more creative without limits with the creativity of the ideas they had. This study aims to determine data analysis from Event marketing and Product Quality on Decisions to Visit The Sounds Project 2022 Eve

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Mintarsih, Cicih, and Sulistiono Sulistiono. "Pengaruh Personal Selling Dan Event Marketing Terhadap Minat Studi Lanjut Siswa SLTA Pada IBI Kesatuan." JAS-PT (Jurnal Analisis Sistem Pendidikan Tinggi Indonesia) 4, no. 2 (2020): 125. http://dx.doi.org/10.36339/jaspt.v4i2.346.

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Pengaruh Personal Selling dan Event Marketing menjadi salah satu strategi yang cukup efektif guna menarik minat siswa SMA/SMK untuk kemudian memutuskan melanjutkan studi lanjut. Tujuan penelitian ini adalah, (1) Untuk mengetahui pengaruh personal selling terhadap minat studi lanjut SMA/SMK pada Insitut Bisnis dan Informatika Kesatuan, (2) Untuk mengetahui pengaruh event marketting terhadap minat studi lanjut SMA/SMK pada Insitut Bisnis dan Informatika Kesatuan, (3) Untuk mengetahui pengaruh Personal Selling dan Event Marketing secara bersama-sama terhadap minat studi lanjut SMA/SMK pada Insitu

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Sohaib Uz Zaman, Muhammad Fawaz Mughni, Sana Mukhtar, and Syed Hasnain Alam. "THE IMPACT OF EVENT MARKETING STRATEGIES ON CORPORATE BRAND CREDIBILITY AND PURCHASE INTENTIONS." ACADEMIA International Journal for Social Sciences 3, no. 2 (2024): 1–21. https://doi.org/10.63056/acad.003.02.0040.

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This study investigates the impact of event marketing strategies on corporate brand credibility and consumer purchase intentions, with a focus on trust and social influence as mediators. While event marketing has gained traction in emerging markets, its effectiveness in Pakistan remains underexplored. This research fills that gap by evaluating how event involvement, commercialization, and reputation affect brand perception and consumer behavior. Using a quantitative research approach, this study employs a cross-sectional survey design. Data was collected from consumers with prior exposure to b

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Phuong, Tran Thi Kim, and Tran Trung Vinh. "Proposing an Extension of the Technology Acceptance Model to Explain Facebook User Acceptance of Facebook Event Page." Asian Social Science 13, no. 6 (2017): 133. http://dx.doi.org/10.5539/ass.v13n6p133.

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The emergence and growth of social media today has changed the way that people communicate and interact with each other. Thus, social media has considered as an effective tool in the marketing campaign. In regard to event marketing, event planners and organizers use social media (e.g. social network sites) as an important marketing medium to increase the number of potential attendees to visit the events. However, the major challenge to event marketers is to fully understand the process of how social media marketing gain special event customers’ acceptance. This study chose Facebook event page

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Kelly, Donna M., and Sheranne Fairley. "The utility of relationships in the creation and maintenance of an event portfolio." Marketing Intelligence & Planning 36, no. 2 (2018): 260–75. http://dx.doi.org/10.1108/mip-11-2017-0270.

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Purpose Event portfolios promote synergies among events and stakeholders within a destination in order to maximise resources. The purpose of this paper is to examine the role of relationships in the creation and maintenance of an event portfolio using the four stages of Parvatiyar and Sheth’s (2000) process model of relationship marketing: formation, management and governance, performance evaluation, and evolution. Design/methodology/approach Nine semi-structured interviews were conducted with tourism and government stakeholders involved in the creation and maintenance of an event portfolio wi

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Putri, Amalia Rosyadi. "Event Sebagai Media Branding Institusi." Dakwatuna: Jurnal Dakwah dan Komunikasi Islam 7, no. 1 (2021): 21. http://dx.doi.org/10.54471/dakwatuna.v7i1.922.

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Promotional activities at a corporate will progress if they have various innovative ideas in promoting products. In this case, not only through advertisements or offers or sponsorships and brochures, but it is necessary to add the latest ideas or breakthroughs in promotion to create a corporate brand. There are many things that companies can do to carry out promotions, one of which is to hold an event with Integrated Marketing Communication to increase pranding in institutions. This paper is an important conceptual framework in analyzing the urgency of envent as an institutional branding mediu

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Резник, Галина, Galina Reznik, Т. Соколкова, and T. Sokolkova. "Event-Marketing As a Key Tool of the Complex Progress in the Service Sector." Scientific Research and Development. Economics of the Firm 8, no. 2 (2019): 10–18. http://dx.doi.org/10.12737/article_5d0c94b2659926.01566707.

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Introduction: the article deals with the essence of event-marketing as a popular tool for promotion in the market, the place of event-marketing in the complex of marketing communications is determined. A study on the development of the Park of culture and recreation “Olympic” based on the use of event-marketing tools is carried out. The results of the study of existing tools to promote the Park are given, the motives and preferences of potential guests of the Park on the basis of a survey are identified, recommendations for its development are given. Materials and methods: the article uses the

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Tolstyakov, R. R., A. S. Petrenko, and I. N. Gorbunov. "Regional Event-Marketing: Multi-Criteria Evaluation of the Effectiveness of the Events in Tambov." Voprosy sovremennoj nauki i praktiki. Universitet imeni V.I. Vernadskogo, no. 4(82) (2021): 108–14. http://dx.doi.org/10.17277/voprosy.2021.04.pp.108-114.

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The article considers the problems of assessing the effectiveness of event marketing on the example of regional events held in the city of Tambov. The results of a survey of residents who participated in such events are presented. Criteria are presented that increase the satisfaction of citizens and, as a consequence, affect the recognition of both the event itself at the regional level and the commercial brands involved in organizing and conducting the event. Tracking of brands’ health has been created. Recommendations for improving the communication efficiency of event marketing are given.

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Szymczyk, Justyna. "Wydarzenie modowe jako marka kulturotwórcza tworząca wartość dla klienta." Zarządzanie w Kulturze 24, no. 4 (2024): 293–315. http://dx.doi.org/10.4467/20843976zk.23.020.19363.

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Significant transformations are currently being observed in the field of culture, manifesting themselves through the search for and implementation of modern management strategies in this domain. With the incorporation of marketing practice and the perception of cultural institutions, events, and artists as brands, it becomes necessary to consider the specificity of culture, its mission as well as the needs of artists. The brand – in parallel with market relations and customer knowledge – represents a valuable resource that enables the attainment of substantial competitive advantage, in line wi

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Romashkin, Viktor A. "Modern trends in event marketing in promoting the university brand." Neophilology, no. 3 (2022): 613–20. http://dx.doi.org/10.20310/2587-6953-2022-8-3-613-620.

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We consider current trends in event marketing in relation to various areas. Event marketing is focused on building a strong emotional connection between brand and audience. As the practice of domestic and foreign universities shows, event marketing is in demand in promoting the brands of an educational institution. We present the most striking cases of special events of domestic and foreign universities. Despite the downturn in the special events market caused by the pandemic, special events are becoming more diverse in form (a hybrid special event format has been developed) and more original

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LATIF, Nashrudin, Suhariyanto SUHARIYANTO, and Siti SHOIMAH. "Brand Community Ritual Events as a Tool of Custom Culture Reproduction and Marketing." Journal of Tourism Economics and Policy 3, no. 2 (2022): 137–46. http://dx.doi.org/10.38142/jtep.v3i2.626.

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The original concept of internal marketing focused on providing internal products (jobs) to meet the needs of vital internal markets (employees) as well as meeting organizational needs. The marketing field still lacks knowledge on how to create and sustain internal marketing missions and goals, such as the formation of a collective mind, the alignment between employees and organizational goals, and the emergence of a positive place culture; the purpose of this study is to explore how brand community activities and internal marketing are ideally executed as a form of playing out marketing activ

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Gulati, Shruti. "AMBUSH MARKETING: THE UNOFFICIAL FREE RIDING." International Journal of Research -GRANTHAALAYAH 4, no. 9 (2016): 45–54. http://dx.doi.org/10.29121/granthaalayah.v4.i9.2016.2533.

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Ambush Marketing has broken the stereotypical notions of the 4P’S of marketing. It has branched marketing to a totally different arena of publicity without actually paying for it directly. This usually involves conducting of marketing campaigns that seek association with a given massive events without actually providing compensation to the organizer of the event, even though there is a corporate rival as a sponsor involved. Ambush marketing include sponsorship of the event's broadcast, aggressive sponsorship of various categories of an event, and the conducting of high-profile non-sponsorship

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Lukitasari, Rimalinda, Ni Kadek Ayu Listia Dewi, and Nelsye Lumanauw. "Event Marketing Strategy During The Pandemic Crisis: Case Study Of The Westin Resort And Spa Ubud-Bali." Journey : Journal of Tourismpreneurship, Culinary, Hospitality, Convention and Event Management 6, no. 2 (2023): 97–112. http://dx.doi.org/10.46837/journey.v6i2.119.

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The meeting, incentive, conference, and exhibition (MICE) activities have been one of the leading sub-sectors in Indonesian tourism, especially Bali. However, the Covid-19 pandemic has brought a massive impact on the sector. As one of the providers of MICE service in the Ubud area, The Westin Resort and Spa Ubud – Bali experienced difficulties in marketing their event service product during the pandemic, which contributed to the decrease in revenue in the hotel. This research aims to develop a marketing strategy for event service products to respond to the market conditions. This research took

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Azizah, Azizah, Jumi Jumi, Bayu Setyo Nugroho, and Sri Marhaeni S. "Aplikasi Marketing Event bagi UMKM Berbasis Android." Jurnal Kridatama Sains dan Teknologi 7, no. 01 (2025): 455–67. https://doi.org/10.53863/kst.v7i01.1563.

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Mengakses informasi mengenai adanya marketing event, UMKM harus mencari melalui internet. Mencari di internet tentunya harus jeli dan sabar dalam menemukan marketing event yang dikehendaki, seperti mencari pameran/bazar yang dekat dengan lokasi UMKM sehingga mudah dijangkau dan tidak membutuhkan banyak biaya transportasi, mencari workshop dengan topik tertentu , mencari pameran/bazar yang sesuai dengan produk yang dijual, dan sebagainya. Berbagai kriteria pencarian inilah yang butuh usaha ekstra bagi UMKM untuk mencarinya. Informasi mengenai marketing event yang didapatkan melalui internet jug

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Lubis, Evawani Elysa, Nita Rimayanti, and Rumyeni Rumyeni. "Event Marketing sebagai Bentuk Komunikasi Pemasaran Pemerintah Kabupaten Siak dalam Membentuk Brand Awareness "Siak the Truly Malay"." Jurnal Politikom Indonesiana 4, no. 2 (2019): 260–73. http://dx.doi.org/10.35706/jpi.v4i2.3252.

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Marketing Event is one of marketing communication strategy that carried out by the district government to make their district become a tourist destination, and to get the investors who can invest their capital in theirs district. Beside, through marketing communication strategy the marketing event also performed regional brand and establish brand awareness in the minds of tourists. Therefore, the Government of Siak regency being aggressively promote their region by launching a regional brand that are “Siak The Truly Malay”, a slogan which reflected The Culture of Real Malay will be found in Si

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Piątkowska, Monika, and Jolanta Żyśko. "Off-Field Competition at Major Sport Events. Case Study of 2010 FIFA World Cup South Africa™." Physical Culture and Sport. Studies and Research 50, no. 1 (2010): 118–32. http://dx.doi.org/10.2478/v10141-010-0029-6.

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Off-Field Competition at Major Sport Events. Case Study of 2010 FIFA World Cup South Africa™Over the past twenty years sponsorship has outperformed all other marketing communication tools in terms of growth. With their massive audiences, major sport events create great opportunity for global companies to showcase their brands and products. Due to rapidly rising costs for securing sponsorship rights, ambush marketing has emerged as a growing option for different kind of companies.The aim of ambush marketing is to obtain more of the gains associated with an official event sponsorship but without

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Nur Ilham, Muhammad, and Maya Amalia Oesman Palapah. "Strategi Marketing Public Relations X Motorcycle." Jurnal Riset Public Relations 1, no. 2 (2022): 156–61. http://dx.doi.org/10.29313/jrpr.v1i2.501.

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Abstract. A company really needs the role of Marketing Public Relations to compete with its competitors. One of them is a business company in the field of fashion, namely CV. Bi-Ensi Fashionindo. In introducing one of its brands, namely FMC SpeedSupply, Marketing Public Relations conducted a program by participating in automotive events in the country and abroad. The event organized by FMC SpeedSupply is a national BBQ Ride event. With this event, Public Relations FMC SpeedSupply has a goal, namely to build Brand Awareness in the eyes of consumers. The purpose of this research is to find out h

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Nabila, Jasmine Dewi, and Dimas Satrio Wijaksono. "ASTRA DAIHATSU CUSTOMER VIRTUAL EVENT’S SPECIAL EVENT STRATEGY BY PT. MAHA KREASI INDONESIA." Indonesian Journal of Communication Studies 14, no. 1 (2021): 18. http://dx.doi.org/10.31315/ijcs.v14i1.4780.

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The spread of the Covid-19 pandemic in all parts of the world including Indonesia, resulted in most industrial sectors experiencing economic paralysis. Business people must do various ways to keep their business running and marketing activities carried out with innovations according to the situation. With all the limitations of movement, the emergence of various virtual events is a solution for marketing activities to keep going in this critical pandemic. Astra Daihatsu is one of the brands that is active in holding virtual events during the pandemic through PT. Maha Kreasi Indonesia as an alt

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Skard, Siv, Sunniva Adam, and Lise Fredrikke Engdahl. "Host or Sponsor? Consumer Responses to Event Origins and Brand-related Event Leveraging." Event Management 24, no. 6 (2020): 753–67. http://dx.doi.org/10.3727/152599519x15506259856183.

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Companies can engage in event marketing either by creating and hosting an event or by sponsoring a preexisting event. Although these are well-established event marketing strategies, consumer responses to event origin (hosting vs. sponsoring) have received limited scholarly attention. This article presents an experimental study of event origin and brand-related event leveraging. The first purpose was to investigate consumers' evaluations of hosted versus sponsored events and hosting versus sponsoring companies, and to test mechanisms that may explain these differences. The second purpose was to

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