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The use of event marketing as a promotional tool: two case studies
2002 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

For the past years, the dissatisfaction with traditional forms of promotion has grown. This has forced the companies to seek alternative methods to reach the customers. An example of such a method is event marketing. The purpose with this thesis was to gain a better understanding how companies use event marketing as a promotional tool. In order to reach our purpose, a qualitative, multiple case study of two Swedish event marketing organisers, was conducted. We studied the different objectives that companies state when using event marketing, and how they integrate the elements from the traditional promotion mix in order to reach these objectives. Personal interviews at each company, was conducted in order to gather data. Our study shows that the companies’ main objectives are connected to image enhancement or relationship building, and often aimed at a narrow, predefined segment of the market. Regarding the integration of traditional tools with event marketing, our findings indicate that there is a difference in adapting existing theory regarding company size, previous experience within the field of event marketing.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, Event marketing, Event sponsorship, Händelsemarknadsföring, Marknadsföring
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-55607ISRN: LTU-SHU-EX--02/058--SELocal ID: c73bd81e-33f3-4be0-afe7-288c1982db4eOAI: diva2:1028991
Subject / course
Student thesis, at least 15 credits
Educational program
International Business and Economic, bachelor's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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