Now showing items 1-3 of 3
Consumer Motivations to Participate in Marketing-Events: The Role of Predispositional Involvement
(Association for Consumer Research, 2006-03-30)
Confronted with the decreasing effectiveness of classic marketing communications, event-marketing has become an increasingly popular alternative for marketers in dealing with a changing marketing environment. Event-marketing ...
Consumer Motivations to Participate in Event-Marketing Strategies
(Taylor and Francis, 2006-06-01)
As part of the Adidas goes street-campaign, the Adidas Predator Cup was a fun-soccer tournament designed to "reconnect the youth in Germany with Adidas and the soccer sport by enjoying the pure fun, freedom and personal ...
Event-Marketing as Innovative Marketing Communications: Reviewing the German Experience
(Westburn Publishers Ltd, 2005-07-01)
As a result of significant changes in their marketing environments and in consumer behaviour, marketers are confronted with the decreasing effectiveness of their classic marketing communications and, consequently, in need ...