Event Marketing: Issues and Challenges
نویسنده
چکیده
Event marke t ing i s fas t emerg ing as a promotion catalyst vis-à-vis the traditional marke t ing communica t ion too ls . The increasing corporate disillusionment with traditional media due to increased clutter, escalating costs and reduced efficiency has created opportunities for event marketing. Event marketing allows a company to break through the advertising clutter, and target an audience by enhancing or creating an image through an association with a particular event, while reinforcing the product or service, and driving sales.
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