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- Title
ESTRATEGIAS Y HERRAMIENTAS DE MARKETING PARA EL LANZAMIENTO Y GESTIÓN DE UN EVENTO.
- Authors
Oliver González, Ana Belén
- Abstract
This article seeks to describe the marketing strategies for launching an event, through a study of the marketing tools applied to the organization of events available to professionals in the sector. The result is a compendium on the new marketing tools at the service of the strategies in the launch of events in the last five years. The research technique is qualitative since it explains and defines characteristics of each of the marketing tools applied to the events industry, trying to establish a classification of these tools from the perspective of specific marketing for events. The searches have been carried out in various platforms and databases such as Leisure and Tourism, Google Scholar, Academic Search Complete, Redalyc, Dialnet, Scopus, using the descriptors: marketing tools, creative design, event launch strategies. Books, popular science magazines and research, academic texts, web pages have been reviewed. It is a contribution of great interest, since existing studies do not usually contemplate in a single text the latest tools used in marketing when designing and launching an event.
- Subjects
GOOGLE Scholar (Web resource); WEBSITES; EVENT marketing; MARKETING strategy; RESEARCH methodology; LEISURE
- Publication
3C Empresa, 2021, Vol 10, Issue 3, p17
- ISSN
2254-3376
- Publication type
Article
- DOI
10.17993/3cemp.2021.100347.17-49