Now showing items 1-5 of 5
Event-Marketing as Innovative Marketing Communications: Reviewing the German Experience
(Westburn Publishers Ltd, 2005-07-01)
As a result of significant changes in their marketing environments and in consumer behaviour, marketers are confronted with the decreasing effectiveness of their classic marketing communications and, consequently, in need ...
Like Being a Drop in a Freshly-Poured Guinness Pint: Consumer Motivations to Participate in the “Guinness Storehouse”
(The Marketing Review, 2007-09)
Due to the decreasing effectiveness of class marketing communications, event-marketing has enjoyed a growing popularity across Europe among marketers and customers alike. While event-marketing strategies in earlier years ...
Consumer Motivations to Participate in Marketing-Events: The Role of Predispositional Involvement
(Association for Consumer Research, 2006-03-30)
Confronted with the decreasing effectiveness of classic marketing communications, event-marketing has become an increasingly popular alternative for marketers in dealing with a changing marketing environment. Event-marketing ...
Consumer Motivations to Participate in Event-Marketing Strategies
(Taylor and Francis, 2006-06-01)
As part of the Adidas goes street-campaign, the Adidas Predator Cup was a fun-soccer tournament designed to "reconnect the youth in Germany with Adidas and the soccer sport by enjoying the pure fun, freedom and personal ...
Communicating Brands Through Engagement with “Lived” Experiences
(Palgrave Macmillan UK, 2006-04-01)
As the recent years saw the rapidly decreasing effectiveness of traditional brand communications, event-marketing has emerged as a new breed of communication strategy, which involves target audiences as active participants ...