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Table Of Contents

1 Introduction
1.1 Background
1.2 Event Marketing
1.3 Problem Discussion
1.4 Purpose
1.5 Demarcations
1.6 Summary
2 Literature Review
2.1 Objectives with Event Marketing
Table 1: Summary of Objectives with Event Marketing
Objectives with Event Marketing
Table 3: Sponsor/Sponsored Link Groups
Figure 3. Control and Risk Dependent on the Activity’s Character
2.3 Evaluation of the Event Effectiveness
2.3.1 Factors Complicating the Evaluation of Events
Table 4: Factors Complicating the Evaluation of Event Effectiveness
2.3.2 How to Measure the Effects of Event Marketing
2.3.3 When to Evaluate Event Marketing
2.4 Advantages and Disadvantages of Using Event Marketing
2.4.1 Advantages of Using Event Marketing
Table 5: Advantages of Event Marketing
Figure 4. The Event and Image
2.4.2 Disadvantages of Using Event Marketing
Table 6: Disadvantages of Using Event Marketing
2.5 Summary
Disadvantages of Using Event Marketing
3 Conceptualisation and Emerged Frame of Reference
3.1 Conceptualisation
3.1.1 The Objectives with Event Marketing
3.1.2 How a Specific Event is Selected
3.1.3 Evaluation of the Event Effectiveness
3.1.4 Advantages and Disadvantages of Using Event Marketing
3.2 Emerged Frame of Reference
Figure 5. Frame of Reference
3.3 Summary
4 Methodology
4.1 Research Purpose
4.2 Research Approach: Quantitative versus Qualitative
4.3 Research Strategy
4.4 Data Collection Method
4.5 Sample Selection
4.6 Data Analysis
4.7 Quality Standards: Validity and Reliability
4.7.1 Construct validity
4.7.2 External validity
4.7.3 Reliability
4.8 Summary
Figure 7. Summary of Research Methodology
5 Data Presentation
5.1 Nestlé
5.1.1 Objectives with Event Marketing
5.1.2 The Selection of a Specific Event
5.1.3 Evaluation of the Event Effectiveness
5.1.4 Advantages and Disadvantages of Using Event Marketing
5.2 Volvo
5.2.1 Objectives with Event Marketing
5.2.2 The Selection of a Specific Event
5.2.3 Evaluation of the Event Effectiveness
5.2.4 Advantages and Disadvantages of Using Event Marketing
5.3.1 Objectives with Event Marketing
5.3.2 The Selection of a Specific Event
5.3.3 Evaluation of the Event Effectiveness
5.3.4 Advantages and Disadvantages of Using Event Marketing
5.4 Pripps
5.4.1 Objectives with Event Marketing
5.4.2 The Selection of a Specific Event
5.4.3 Evaluation of the Event Effectiveness
5.4.4 Advantages and Disadvantages of Using Event Marketing
5.5 Summary
6 Analysis
6.1 Objectives with Event Marketing
6.1.1 Within-Case Analysis of Nestlé
6.1.2 Within-Case Analysis of Volvo
6.1.3 Within-Case Analysis of Fjällräven
6.1.4 Within-Case Analysis of Pripps
6.1.5 Cross-Case Analysis
Table 10: Objectives with Event Marketing
6.2 The Selection of a Specific Event
6.2.1 Within-Case Analysis of Nestlé
6.2.2 Within-Case Analysis of Volvo
6.2.3 Within-Case Analysis of Fjällräven
6.2.4 Within-Case Analysis of Pripps
6.2.5 Cross-Case Analysis
Table 11: Event Selection Criteria
6.3 Evaluation of the Event Effectiveness
6.3.1 Within-Case Analysis of Nestlé
6.3.2 Within-Case Analysis of Volvo
6.3.3 Within-Case Analysis of Fjällräven
6.3.4 Within-Case Analysis of Pripps
6.3.5 Cross-Case Analysis
Table 12: How Event Marketing is Evaluated
Table 13. When the Evaluation is Conducted
6.4 Advantages and Disadvantages of Using Event Marketing
6.4.1 Within-Case Analysis of Nestlé
6.4.2 Within-Case Analysis of Volvo
6.4.3 Within-Case Analysis of Fjällräven
6.4.4 Within-Case Analysis of Pripps
6.4.5 Cross-Case Analysis
Table 14: Advantages of Using Event Marketing
Table 15: Disadvantages of Using Event Marketing
6.5 Summary
7 Findings and Conclusions
7.2 How do Companies Select a Specific Event?
7.3 How is the Effectiveness of the Events Evaluated?
7.5 Overall Conclusions
7.6 Implications
7.6.1 Implications for Management
7.6.2 Implications for Theory
7.6.3 Implications for Further Research
7.7 Summary
Reference List
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25838443 Event Marketing as a Promotion Tool

25838443 Event Marketing as a Promotion Tool

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Published by: jainsiddharth66 on Sep 06, 2010
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10/31/2011

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