The use of event marketing management strategies

Events have evolved and developed with the development of the mankind. Thus events may be part of the economic - social - cultural, business environment, part of the tertiary sector. Events can be described as non-standard services in which the knowledge, behaviour and commitment to such service providers are crucial. Satisfaction of the participants at an event consists of a complex interaction of customers, event venue, and design, the management system flow, volunteers, staff, making the quality assessment a complex task, as the role and place in the management system of the organizations. Organizations should take into account the types of customers that they address with new events, so they have to develop new events or to diversify the actual ones. In order to provide viable instruments two quantitative researches were deployed, the first quantitative research was deployed among organizations that communicate with stakeholders through events, the second among participants regardless of the type of event. The results obtained allowed on one hand to make the proposal of instruments in event marketing management applied in specific events. (C) 2012 Published by Elsevier Ltd. Selection and/or peer review under responsibility of Prof. Dr. Huseyin Uzunboylu