Event Marketing
6 Pages Posted: 30 Jun 2020
Rajarshi Ghosh
Independent
Date Written: June 19, 2020
Event marketing is the original and innovative marketing of a brand, service, or product through promotional events. It typically involves direct interaction between a brand's creators and owners with its consumers
Keywords: Event, Marketing, Networking
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International Journal of Event and Festival Management
ISSN : 1758-2954
Article publication date: 15 March 2013
The purpose of this paper is to identify and examine emerging trends in event and festival research and also in the themes and topics being studied in this area.
Design/methodology/approach
Taking an innovative approach, this paper used an abridged version of Q methodology to seek the opinions of events experts on the topics and themes that will underpin the future development of an events and festivals research agenda.
The results of this research revealed that events experts feel that there are several areas that have been comprehensively researched and where further research is unlikely to provide any new information. These include definitions and types of events, and events logistics and staging. Directions for future events and festivals research include the need for studies on the socio‐cultural and environmental impacts of events along with a better understanding of the relationship between events and public policy agendas. This research has also highlighted a lack of research in the area of Indigenous events.
Research limitations/implications
The identification of these gaps in our current knowledge provide opportunity for further development of a research agenda for events and festivals, which will have substantial implications both for academia and for the events and festivals industry. Limitations include a relatively small sample size, and the resulting abridgement of the full Q methodology.
Originality/value
This paper represents a comprehensive overview of existing studies, providing vital information for events researchers in all areas of the field. Further, the research highlights research gaps that would benefit from future study, and also identifies those areas where further study is unlikely to provide new knowledge.
- Events and festivals
- Research work
- Events research
- Q methodology
Mair, J. and Whitford, M. (2013), "An exploration of events research: event topics, themes and emerging trends", International Journal of Event and Festival Management , Vol. 4 No. 1, pp. 6-30. https://doi.org/10.1108/17582951311307485
Emerald Group Publishing Limited
Copyright © 2013, Emerald Group Publishing Limited
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Towards a Reference Process Model for Event Management
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- Oliver Thomas 1 ,
- Bettina Hermes 1 &
- Peter Loos 1
Part of the book series: Lecture Notes in Computer Science ((LNISA,volume 4928))
Included in the following conference series:
- International Conference on Business Process Management
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Events are becoming more and more important for companies as an instrument of marketing communication. Event management is an inter disciplinary task field, addressed in the most diverse fields in practice and in research establishments. Because careful preliminary planning and precise execution are extremely important for events, modeling languages can contribute greatly to the systematic design of event management systems. Accordingly, this article will make recommendations for application system and organization-design in the form of a reference process model for event management.
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Thomas, O., Hermes, B., Loos, P. (2008). Towards a Reference Process Model for Event Management. In: ter Hofstede, A., Benatallah, B., Paik, HY. (eds) Business Process Management Workshops. BPM 2007. Lecture Notes in Computer Science, vol 4928. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-78238-4_45
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