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This chapter reviews the event marketing literature to show how events play a crucial strategic role in the new mediascape. In the context of new media, events could be used to amplify a brand communication strategy at all event stages: before-during
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::10bb63e62c33cc541cf43ede9326d8d8
https://doi.org/10.4018/978-1-7998-3201-0.ch008
https://doi.org/10.4018/978-1-7998-3201-0.ch008
Autor:
Bruno Surace
Il volto dell'infanzia è un oggetto culturale tanto carico di significato quanto ad oggi inesplorato. Ciò appare controintuitivo: oggi avanzano con una certa dirompenza face studies che delineano la natura pervasiva del volto in quanto dispositivo
Autor:
Elif Esiyok
As competition between companies increases, the need for effective public relations and advertising campaigns becomes imperative to the success of the business. However, with the introduction of new media, the nature of these campaigns has changed. T