Event-Marketing As a Key Tool of the Complex Progress in the Service Sector

Galina A. Reznik; T. Sokolkova

doi:10.12737/article_5d0c94b2659926.01566707

UDC 33 CSCSTI 06.81 Russian Classification of Professions by Education 38.04.01 Russian Library and Bibliographic Classification 6549 Russian Trade and Bibliographic Classification 7746

5 more Collapse

EVENT-MARKETING AS A KEY TOOL OF THE COMPLEX PROGRESS IN THE SERVICE SECTOR Event-Marketing As a Key Tool of the Complex Progress in the Service Sector

АА Аа

Published in Scientific Research and Development. Economics of the Firm · Volume 8, Issue 2 · Pages 10–18 · Rubric: Marketing

DOI: https://doi.org/10.12737/article_5d0c94b2659926.01566707

Received: 19.04.2019 Accepted: 21.06.2019 Language of publication: RUS

Authors

Galina A. Reznik

T. Sokolkova

Galina A. Reznik

Academic degree: doctor of economic sciences

Science rang: professor

Penza state University of architecture and construction Head of the Department · Department “Marketing and Economic Theory” · Russian Federation · Пенза

T. Sokolkova

Penza state University of architecture and construction Master’s Degree Student · Russian Federation

ABSTRACT

Introduction: the article deals with the essence of event-marketing as a popular tool for promotion in the market, the place of event-marketing in the complex of marketing communications is determined. A study on the development of the Park of culture and recreation “Olympic” based on the use of event-marketing tools is carried out. The results of the study of existing tools to promote the Park are given, the motives and preferences of potential guests of the Park on the basis of a survey are identified, recommendations for its development are given. Materials and methods: the article uses the publications of well-known scientists, methods of abstract-logical, systematic, economic and statistical, comparative analysis, graphic, methods of sociological and marketing research (in the survey of consumers of the Park of culture and recreation “Olympic”). The results of the study: the analysis of existing ways to promote the services of the Park of culture and recreation “Olympic” showed that the Park is not enough and not often held various event-events. In addition, the events are not diverse, which indicates the lack of use of event-marketing tools in the Park. In this regard, a variety of events was offered, within the framework of the implementation of such areas as sport events, exhibitions and art creativity, leisure activities for young people, romantic events, catering, opening and restoration of the existing Playground, modernization of the roller rink and art cafe, opening of the Park of extreme species, improvement of the Park and the opening of the school with clubs for the implementation of creative directions. Discussion and conclusion: Improvement program Park development using the tools of event marketing will contribute to the implementation of the Federal program “Formation of a comfortable urban environment for 2018–2022.g.”, to increase the customer traffic, to improve the visitor traffic, average check, increase the quality of life of the population. For organizations in the sphere of communication services, Event-marketing is the most effective direction of direct communication and is one of the most popular and progressively developing tools.

KEYWORDS

event marketing, event marketing, promotion, promotion strategy, marketing complex, life cycle, marketing, brand, marketing tools

1. Aaker D., Kumar V., Dey Dzh. Marketingovye issledovaniya [Marketing research]. St. Petersburg: Piter Publ., 2004.

2. Ankholt S. Brending: doroga k mirovomu rynku [Branding: the road to the world market]. Moscow: KUDITs-OBRAZ Publ., 2004. EDN: https://elibrary.ru/QQFFMP

3. Armstrong G. Vvedenie v marketing [Introduction to marketing]. Moscow: «Vil'yame» Publ., 2000.

4. Bagiev G.L. Metody polucheniya i obrabotki marketingovoy informatsii [Methods for obtaining and processing marketing information]. St. Petersburg: Piter Publ., 1996. EDN: https://elibrary.ru/UATLDV

5. Vasilenko N. Neoindustrial'naya perspektiva etapy avtomatizatsii uslug v kontekste razvitiya ekonomiki [Neo-industrial perspective stages of service automation in the context of economic development]. Ekonomist [Economist]. 2018, I. 10, pp. 12-19.

6. Vilenskiy V.L. Otsenka kachestva massovykh razvlekatel'nykh meropriyatiy [Evaluation of the quality of mass entertainment events]. TDR [TDR]. 2011, I. 4, pp. 14-15. EDN: https://elibrary.ru/QIPPNH

7. Goldblatt D. Osobye meropriyatiya: ivent menedzhment XXI veka [Special events: event management of the XXI century]. Moscow: Al'pina Pablisher Publ., 2011. 289 p.

8. Golubkov E.P. Sovremennye tendentsii razvitiya marketinga [Current Trends in Marketing Development]. Marketing v Rossii i za rubezhom [Marketing in Russia and Abroad]. 2000, I. 4.

9. Karter G. Effektivnaya reklama [Effective advertising]. Moscow: Prospekt Publ., 2004.

10. Klark N. Chelovechnyy marketing [Human Marketing]. Moscow: Mediadom Publ., 2004.

11. Kotler F. Marketing ot A do Ya [Marketing from A to Z]. St. Petersburg: «Neva» Publ., 2014. 224 p.

12. Muzykant V.L. Reklama v deystvii: istoriya, auditorii, priemy [Advertising in action: history, audience, receptions]. Moscow: Eksmo Publ., 2006. EDN: https://elibrary.ru/QRXWUV

13. Novatorov V.E. Ivent-marketing kak trendovaya tekhnologiya sotsial'no-kul'turnoy deyatel'nosti [Event marketing as a trend technology of social and cultural activities]. Vestnik MGUKI [Vestnik MGUKI]. 2014, I. 2 (58), pp. 175-180. EDN: https://elibrary.ru/SEGRTF

14. Nazimko A.E. Sobytiynyy marketing: rukovodstvo dlya zakazchikov i ispolniteley [Event marketing: a guide for customers and performers]. Moscow: Vershina Publ., 2006.

15. Popov E.V. Prodvizhenie tovarov i uslug [Promotion of goods and services]. Moscow: Finansy i statistika Publ. 2014. 320 p.

16. Prodvizhenie uslug. Chto vazhno uchest' marketologu? [Promotion of services. What is important to consider a marketer?]. Available at: http://marketing.web.ru/definitions/markuslug/?act=full&id_article=5046 (accessed 19 May 2019).

17. Reznik G.A., Korobkova N.A. Mesto i rol' marketinga vzaimodeystviya v sisteme territorial'nogo razvitiya [The place and role of marketing interaction in the system of territorial development:]. Penza: PGUAS Publ., 2017. 140 p. EDN: https://elibrary.ru/YUUPAI

18. Sonder M. Ivent-menedzhment: organizatsiya razvlekatel'nykh meropriyatiy: tekhniki, idei, strategii, metody [Event management: organization of entertainment events: techniques, ideas, strategies, methods]. Moscow, St. Petersburg: Vershina Publ., 2006. EDN: https://elibrary.ru/QVFHDR

19. Slogotskiy D.A. Sobytiynyy marketing kak instrument povysheniya turisticheskoy privlekatel'nosti territorii [Event marketing as a tool to increase the tourist attractiveness of the territory]. Al'manakh teoreticheskikh i prikladnykh issledovaniy reklamy [Almanac of Theoretical and Applied Research of Advertising]. 2016, I. 1, pp. 96-99. EDN: https://elibrary.ru/XCHLHT

20. Smit D. Biznes-strategiya i politika [Business strategy and policy]. Boston; Massachusets: Houghton Mifflin Publ., 1988.

21. Tul'chinskiy G.L. Menedzhment v sfere kul'tury [Management in the sphere of culture]. St. Petersburg: Lan' Publ., 2009. EDN: https://elibrary.ru/QXSLXN

22. Uiller A. Individual'nost' Brenda [Brand personality]. Moscow: Al'pina Biznes Buks Publ., 2004. EDN: https://elibrary.ru/OYZEYH

23. Khal'tsbaur U. Event-menedzhment [Event Management]. Moscow: Eksmo Publ., 2007. 384 p. EDN: https://elibrary.ru/QRQOHT

24. Shonessi Dzh. Konkurentnyy marketing: strategicheskiy podkhod [Competitive marketing: a strategic approach]. St. Petersburg: Piter Publ., 2002.

25. Shumovich A.V. Velikolepnye meroriyatiya: Tekhnologii i praktika eventmanagement [Magnificent events: Technology and practice eventmanagement]. Moscow: Mann, Ivanov i Ferber Publ., 2007.

26. Aaker David A., Day George S. Marketing Research, 1990

27. Bitner M.J. Servicecapes: The impact of Physical surrounding on Customer and Employees. Journal of Marketing. - 1992. - 56 (April). DOI: https://doi.org/10.1177/002224299205600205

28. Bertalanfy L., and Rosen R. (1979) Old trends and new trends in General System Research. International Journal of General Systems, 5 DOI: https://doi.org/10.1080/03081077908960904

29. McDaniel Carl D. (1993) Contemporary marketing research / Carl McDaniel, Roger Gates. - 2nd ed.

JATS XML

Zamestitel' glavnogo redaktora

V. Garnova

Vypuskayuschiy redaktor

Dar'ya Sklyankina

501@infra-m.ru

Editor in chief

Andrey Garnov

profgarnov@yandex.ru

GOST

Reznik G. A., Sokolkova T. A. Event-Marketing As a Key Tool of the Complex Progress in the Service Sector // Scientific Research and Development. Economics of the Firm. 2019. no. 2. pp. 10-18. DOI: https://doi.org/10.12737/article_5d0c94b2659926.01566707. (Date of access 01.10.2026).

MLA

Galina A. Reznik, Sokolkova T. A.. "Event-Marketing As a Key Tool of the Complex Progress in the Service Sector." Scientific Research and Development. Economics of the Firm 8.2 (2019): 10-18. DOI: https://doi.org/10.12737/article_5d0c94b2659926.01566707.

APA

Reznik G. A., Sokolkova T. A. (2019). Event-Marketing As a Key Tool of the Complex Progress in the Service Sector. Scientific Research and Development. Economics of the Firm, 8(2), 10-18. https://doi.org/10.12737/article_5d0c94b2659926.01566707

Chicago

Galina A. Reznik, Sokolkova T. A.. "Event-Marketing As a Key Tool of the Complex Progress in the Service Sector." Scientific Research and Development. Economics of the Firm 8, no. 2 (2019): 10-18. https://doi.org/10.12737/article_5d0c94b2659926.01566707.

WIKI

{{cite journal | author = Reznik G. A., Sokolkova T. A. | title = Event-Marketing As a Key Tool of the Complex Progress in the Service Sector | journal = Scientific Research and Development. Economics of the Firm | year = 2019 | volume = 8 | issue = 2 | pages = 10-18 | doi = 10.12737/article_5d0c94b2659926.01566707 }}

Copy

Export: BibTeX EndNote RefMan RusMARC

EVENT-MARKETING AS A KEY TOOL OF THE COMPLEX PROGRESS IN THE SERVICE SECTOR Event-Marketing As a Key Tool of the Complex Progress in the Service Sector

Confirmation