Integrating exhibit marketing into integrated marketing communications

摘要

Purpose - The purpose of this paper is to explore developments in the field of integrated marketing communication and the changing relevance of its component processes that have implications for marketing managers. Design/methodology/approach - The paper integrates concepts including a range of recently published (1993-2005) theoretical works, practitioner developments in practice and industry studies. Findings - The paper provides information and action approaches to marketing communicators that may increase the success of their promotional efforts. In addition, the paper provides a useful perspective in the proper use and applications of event marketing. It outlines the benefits of adopting event-marketing techniques and offers practical suggestions for maximizing their value in the promotion process. Research limitations/implications - The theoretical concepts that form the foundation of the paper appear to have a significant application to the integrated marketing communications. Some, but not all, have been tested empirically. Practical implications - This study allows marketing managers to reformulate their marketing communications mix to achieve a more successful promotional process. Originality/value - This paper describes current trends in event marketing, explores the elements of event marketing and repositions them into an enhanced integrated marketing communications framework. It offers the potential of improving the success of the promotion of products and services in practice, resulting in increasing effectiveness. Moreover, it provides a strategic perspective that is necessary for an effective integrated marketing communications process.