This symposium aims to bring together researchers and practitioners in the event marketing and experiential marketing fields in order to share concepts, insights and methodologies. It will also aim to further theoretical and empirical knowledge and raise the level of recognition of academic debate in the field of event marketing evaluation
The conference will address how events can be used to perform a number of marketing functions including communications, relationship and loyalty building, database compilation, targeting, brand enhancement and personal selling.
Event marketing is not another form of promotion, but a new way of marketing which fits well with society’s demands in the millennium. It has the ability to deal with small groups or individuals, to be customised, to create interactivity, involvement and interest and to cut though the clutter of competing brands.
Event marketing can be defined as experience marketing. With the worldwide growth across a variety of industries, academics and practitioners need to provide a deeper understanding of how event marketing works, and how its effects can be evaluated.