Event a event marketing - moderný komunikačný nástroj marketingovej komunikácie
Event and event marketing – a modern communication tool for marketing communication

Summary/Abstract: However, the problemacy of using emotions and emotional experience in marketing communication is as old as the trade itself, the definitions event and event marketing started to appear in the marketing literature by the end of the nineties of the last century but till today they are not defined and well-known in the entrepreneurs practice. Several researches are pointing at this topic, which have been done in more European countries, e.g. in 2002 in the Czech Republic, in 2004 in Belgium, Germany and the Slovak Republic. The article links the theoretical knowledge and introduces achievements from the mentioned research of event marketing in the Slovak Republic in the years 2003-2004.

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