Event marketing as a tool of stimulation in the business environment

DOI: 10.31673/2415-8089.2021.041521

Abstract

The article conducts research on the development of event marketing as a stimulus tool in the business environment. The rating of popularity of the services requested from BTL agencies is given; the directions of marketing event are systematized (event marketing as BTL-technology, event marketing as a tool of advertising and PR, event marketing as marketing communication, event marketing as a way of internal communication); the definition of the term «event marketing» is given.

Keywords: marketing, event marketing, marketing communications, BTL technology.

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