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"Stimulation of our five senses through experiences"- The role of event marketing as a communication tool for retail companies when building their brand

Lindblad, Emelie and Olbers, Anna (2011)
Department of Business Administration
Abstract
Event marketing can be seen as an effective tool building a brand in a retail context since it can enhance brand awareness, brand identity and brand image. This, since it provides experiences stimulating consumers´ five senses adjusted to today's experience demands of consumers. Event marketing is effective catching consumers attention in today's media noise compared to traditional advertising and it is a forum for relationship building which is of great importance to retail companies in order to maintain their customers and create new ones. Thus, we argue that event marketing should be seen as an integrated marketing tool in retail companies´ retail marketing mix and gain greater focus in the literature as an effective tool for retail... (More)
Event marketing can be seen as an effective tool building a brand in a retail context since it can enhance brand awareness, brand identity and brand image. This, since it provides experiences stimulating consumers´ five senses adjusted to today's experience demands of consumers. Event marketing is effective catching consumers attention in today's media noise compared to traditional advertising and it is a forum for relationship building which is of great importance to retail companies in order to maintain their customers and create new ones. Thus, we argue that event marketing should be seen as an integrated marketing tool in retail companies´ retail marketing mix and gain greater focus in the literature as an effective tool for retail companies when building their brand. (Less)
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author
Lindblad, Emelie and Olbers, Anna
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
Brand management, retail brands, retail marketing mix, integrated marketing, relationship building, event marketing, experience economy, Management of enterprises, Företagsledning, management
language
Swedish
id
2060573
date added to LUP
2011-06-01
date last changed
2012-04-02 19:11:15
@misc{2060573,
  abstract     = {Event marketing can be seen as an effective tool building a brand in a retail context since it can enhance brand awareness, brand identity and brand image. This, since it provides experiences stimulating consumers´ five senses adjusted to today's experience demands of consumers. Event marketing is effective catching consumers attention in today's media noise compared to traditional advertising and it is a forum for relationship building which is of great importance to retail companies in order to maintain their customers and create new ones. Thus, we argue that event marketing should be seen as an integrated marketing tool in retail companies´ retail marketing mix and gain greater focus in the literature as an effective tool for retail companies when building their brand.},
  author       = {Lindblad, Emelie and Olbers, Anna},
  keyword      = {Brand management,retail brands,retail marketing mix,integrated marketing,relationship building,event marketing,experience economy,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {"Stimulation of our five senses through experiences"- The role of event marketing as a communication tool for retail companies when building their brand},
  year         = {2011},
}