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- W3044122631 abstract "This chapter reviews the event marketing literature to show how events play a crucial strategic role in the new mediascape. In the context of new media, events could be used to amplify a brand communication strategy at all event stages: before-during-after. In particular, this chapter explains how companies realize augmented and adaptive marketing experiences in omni-channel environments, thanks to the positive effect of digitalization. The chapter employs the Why-How-What framework and the Hero model to analyze a successful event case-study, the Ferragnez wedding, which has become a brand itself. The authors make the case for using events to communicate companies' value propositions within their sectors and to advertise their brands, products and services." @default.
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- W3044122631 date "2021-01-01" @default.
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- W3044122631 title "Marketing Experiential Events Through New Media" @default.
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- W3044122631 doi "https://doi.org/10.4018/978-1-7998-3201-0.ch008" @default.
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