Motivations for attending events for a particular automotive company
Motivations for attending events for a particular automotive company

Summary/Abstract: Nowadays, event marketing is one of the most important communication tool of marketing mix, which thanks to its interactive nature and experience orientation is a popular tool presenting certain products and services for more and more companies. As an effective tool, it can contribute to the training, motivation and personal attachment to the brand among your company's internal members. The international car shows and its related diverse and colorful event marketing and management activities allowing to offer extraordinary sight and lasting experience to the visiting audience. It helps to integrate event marketing into a marketing communication mix as well as it provides insight into planning, implementation and control processes related to events. In the background of all these events is a systematically organized and guided teamwork, whether the event is organized for the public or intracorporate. The aim of the study is to get acquainted with the usage and range of event marketing and management activities in the Hungarian automotive segment. In our work, we exclusively report on our research related to consumer events. Our research is based on questionnaires, interviews and personal experiences through the survey of a specific business enterprise.

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