Please use this identifier to cite or link to this item:
Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: Event-Marketing as Innovative Marketing Communications: Reviewing the German Experience
Authors: Wohlfeil, Markus
Whelan, Susan
Contact Email:
Keywords: event-marketing
experiential marketing
brand lands
Guinness Storehouse
Red Bull Flugtag
consumer behaviour
marketing communications
Issue Date: Jul-2005
Publisher: Westburn Publishers
Citation: Wohlfeil M & Whelan S (2005) Event-Marketing as Innovative Marketing Communications: Reviewing the German Experience, Journal of Customer Behaviour, 4 (2), pp. 181-207.
Abstract: 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, are in need of new ways to position their brands in consumers’ minds. Because nothing is more convincing than personal experiences, event-marketing creates new brand-related realities by staging marketing-events with which consumers interact. This would result in an emotional attachment to the brand. However, while event-marketing as an experience-oriented marketing communication strategy has become very popular among German marketing professionals and academics, researchers and marketers in Englishspeaking countries have widely ignored this innovative communication strategy so far due to a different understanding of the term. Nevertheless, some European companies have successfully launched in recent years their first event-marketing campaigns in Ireland, the UK and the US, suggesting a much broader appeal than previously recognised. Thus, this paper is introducing event-marketing to an international audience by outlining its constitutive features and discussing its role in marketing communications, based on the lessons learned from the German experience, that are presented using mini-case studies.
Type: Journal Article
Rights: The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.
Affiliation: Marketing and Retail Division
Waterford Institute of Technology

Files in This Item:
File Description SizeFormat 
Event-Marketing as Innovative Marketing Communications (JCB).pdf221.96 kBAdobe PDFUnder Embargo until 31/12/2999     Request a copy

Note: If any of the files in this item are currently embargoed, you can request a copy directly from the author by clicking the padlock icon above. However, this facility is dependant on the depositor still being contactable at their original email address.

This item is protected by original copyright

Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.

If you believe that any material held in STORRE infringes copyright, please contact providing details and we will remove the Work from public display in STORRE and investigate your claim.