Event marketing and experiential marketing in the scope of culture and arts

Wszolek, Magdalena: Event marketing and experiential marketing in the scope of culture and arts. New Ideas in a Changing World of Business Managament and Marketing. pp. 100-108. (2015)

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Abstract

Together with pacing market saturation contemporary consumers started to be much more discerning and selective, which has triggered off multiple changes in the marketing studies. Nowadays, these are experience and value economy that govern consumers’ decisions and businesses’ viability. In these new circumstances, marketing communications and their tools have gained an irreplaceable role of conveying value to people in a consistent, memorable and distinctive way by each touch point. The main goal of this paper is to show the potential of experiential marketing and event marketing with an insight into cultural approach, namely, into the area of arts, in the effective realization of integrated marketing communications. The major research question in this paper supposes that those tools in the area of arts facilitate building a consistent communications strategy and a brand image globally. To continue, it is assumed that the employment of various experiences and the creation of events in this scope provide the company with a strong community of attracted customers, and yield new opportunities and render the company distinct on the market. Since this paper is a preliminary stage, actually, intending to highlight the importance of investigating this matter further, the desk research in the form of case study has been performed on the analysis of the Red Bull case study, narrowed to their undertakings in the field of arts to show examples of the projects of cultural character.

Item Type: Article
Journal or Publication Title: New Ideas in a Changing World of Business Managament and Marketing
Date: 2015
Page Range: pp. 100-108
Uncontrolled Keywords: Marketing, Művészet
Additional Information: Bibliogr: p. 107-108. ; összefoglalás angol nyelven
Date Deposited: 2019. May. 28. 14:03
Last Modified: 2019. May. 28. 14:03
URI: http://acta.bibl.u-szeged.hu/id/eprint/57772

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