The globalization of economies and the increasingly competitive business environment that is created as a result, demand that corporate enterprises focus on integrated marketing communications to promote their products/services to the targeted customer groups in an efficient manner. Corporate events, which provide an efficient opportunity for face-to-face contact with customers, have become an essential component in this process. They are unique in the sense that they combine the elements of distribution and communication. Today, event based marketing is viewed as a sunrise sector both for products and services. These days of "brand building" require a high profile that dazzles customers and creates a strong impression in their minds. Corporate events, which include live entertainment shows, product launches, expositions embracing various product classes are particularly suitable in this regard. The marketing success of these events largely depends on the facility they offer for on-the-spot interaction between participants and visitors and on a professional approach. The proliferation of the Internet has seen the event-marketing scenario witnessing many changes. Online events and online interaction are gathering momentum. The future of these events depends largely on how successfully corporates gear up to these technological changes and how they integrate these events in their overall marketing and promotional strategies. This book "Event Based Marketing" is divided into three sections that touch upon concepts and strategies, apart from capturing the practical experiences of some corporates. The book is designed with a view to providing practical insight on event based marketing. This book is expected to be very useful to academicians, management students and practicing business heads.
There are no reviews yet.