Application of a Model for the Effectiveness of Event Marketing

Anne Martensen, Lars Grønholdt, Lars Bendtsen and Martin Juul Jensen

This article provides empirical evidence of a model for effectiveness of event marketing and illustrates the application of the model.

Application of a Model for the Effectiveness of Event Marketing

Anne MartensenCopenhagen Business SchoolLars GrØNholdtCopenhagen Business SchoolLars BendtsenMEC SponsorshipMartin Juul JensenMediaedge:cia

INTRODUCTION

Marketers are faced with the problem...

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