Defining event marketing as engagement-driven marketing communication
Romi Setiawan, Dermawan Wibisono, Mustika Sufiati Purwanegara
| Year of publication: |
2022
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|---|---|
| Authors: | Setiawan, Romi ; Wibisono, Dermawan ; Purwanegara, Mustika Sufiati |
| Published in: |
Gadjah Mada international journal of business. - Yogyakarta, Indonesia : Faculty of Economics and Business, ISSN 1411-1128, ZDB-ID 2947129-1. - Vol. 24.2022, 2, p. 151-177
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| Subject: | event marketing | consumer engagement | congruity | involvement | experiential marketing | Regionalentwicklung | Regional development | Event-Marketing | Event marketing | Marketingmanagement | Marketing management | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.22146/gamaijb.63788 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013364845