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The role of strategic marketing in successful event management

Okhiria, Abraham (2020) The role of strategic marketing in successful event management. Masters thesis, Dublin, National College of Ireland.

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The main objective of this study is to evaluate the role of strategic marketing in successful event management. A survey was conducted whereby a random sample of 206 was derived from the population and questionnaires were distributed online to those sample size. The primary data was analysed through SPSS by using mean and regression analysis to analyse the three hypotheses. The findings from the study indicated that the three marketing strategies looked at in this study (price, promotion, product) all contribute to the success of an event. The findings from this study stipulate that pricing strategy plays a significant role in the success of event management. The findings also indicate that product differentiation impact event management. The findings also show that promotional strategy affect event management. The study therefore recommended that companies should set-up a set of strategic marketing activities such as, price, promotion, product and distribution in order to achieve a better performance than their competitors because the role of marketing mix as a strategy to better improve the company's performance is essential.

Keywords: marketing strategies, event management, pricing strategy, product differentiation, promotion.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce > Marketing
Divisions: School of Business > Master of Science in Marketing
Depositing User: Dan English
Date Deposited: 08 Feb 2021 16:01
Last Modified: 08 Feb 2021 16:01

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