KFU. Card publication. Event Marketing as an Effective Tool for Building Long-Term Customer Relationships

KAZAN
FEDERAL UNIVERSITY

- RUS
- 中文
- ES

EVENT MARKETING AS AN EFFECTIVE TOOL FOR BUILDING LONG-TERM CUSTOMER RELATIONSHIPS

Form of presentation

Articles in international journals and collections

Year of publication

2020

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Authors, employees of KFU

Novikova Elena Nikolaevna, author

Rolbina Elena Sergeevna, author

Khametova Nuriya Gumerovna, author

Sharafutdinova Natalya Sergeevna, author

Other authors

Zhanna Pavlovna Shnorr Zhanna Pavlovna, author

Bibliographic description in the original language

N.S. Sharafutdinova, N.G. Xametova, E.N. Novikova, Zh.P. Shnorr, E.S. Rolbina. Event Marketing as an Effective Tool for Building Long-Term Customer Relationships// Proceedings of the “New Silk Road: Business Cooperation and Prospective of Economic Development” (NSRBCPED 2019)

Annotation

Proceedings of the “New Silk Road: Business Cooperation and Prospective of Economic Development” (NSRBCPED 2019)

Keywords

event marketing, customer relationship, evaluation of the effectiveness of event marketing, promotion

The name of the journal

Proceedings of the “New Silk Road: Business Cooperation and Prospective of Economic Development” (NSRBCPED 2019)

URL

https://www.atlantis-press.com/proceedings/nsrbcped-19/125937771

Please use this ID to quote from or refer to the card

https://repository.kpfu.ru/eng/?p_id=235205&p_lang=2

Resource files

File name	Size (MB)	Format
F_Sharafutdinova___novikova_et_all.pdf	0,91	pdf	show / download

Full metadata record

Field DC	Value	Language
dc.contributor.author	Novikova Elena Nikolaevna	ru_RU
dc.contributor.author	Rolbina Elena Sergeevna	ru_RU
dc.contributor.author	Khametova Nuriya Gumerovna	ru_RU
dc.contributor.author	Sharafutdinova Natalya Sergeevna	ru_RU
dc.contributor.author	Zhanna Pavlovna Shnorr Zhanna Pavlovna	ru_RU
dc.date.accessioned	2020-01-01T00:00:00Z	ru_RU
dc.date.available	2020-01-01T00:00:00Z	ru_RU
dc.date.issued	2020	ru_RU
dc.identifier.citation	N.S. Sharafutdinova, N.G. Xametova, E.N. Novikova, Zh.P. Shnorr, E.S. Rolbina. Event Marketing as an Effective Tool for Building Long-Term Customer Relationships// Proceedings of the “New Silk Road: Business Cooperation and Prospective of Economic Development” (NSRBCPED 2019)	ru_RU
dc.identifier.uri	https://repository.kpfu.ru/eng/?p_id=235205&p_lang=2	ru_RU
dc.description.abstract	Proceedings of the “New Silk Road: Business Cooperation and Prospective of Economic Development” (NSRBCPED 2019)	ru_RU
dc.description.abstract	The article discusses the main trends in the development of event marketing in Russia. Based on a comprehensive analysis of event marketing effectiveness assessment approaches, the authors proposed a methodology for event marketing performance assessment that takes into account several indicators: the degree of satisfaction of participants, the level of interactions with potential customers, the number of test trips conducted, the event marketing multiplier, return on investment, psychological type of consumer, efficiency criteria of product promotion. The author's approach consists in comprehensively studying the effectiveness of event marketing. The effectiveness of event marketing evaluates the change in consumer attitudes to the brand and products; the established emotional relationship forms a stable perception of the brand values, which is expressed in a positive perception of the company, in its recognition, in relation to it [1]. Testing the proposed methodology has proven the practical application of the proposed approach for evaluating the effectiveness of event marketing [2]. The performance indicators proposed by the author made it possible to evaluate event marketing, while the key aspect - the emotional connection with the consumer remains crucial [3]. A survey of participants in the event led to the conclusion that the event le'ft positive impressions and emotions in the minds of the participants, and economic calculations confirmed its economic efficiency.	ru_RU
dc.language.iso	ru	ru_RU
dc.subject	event marketing	ru_RU
dc.subject	customer relationship	ru_RU
dc.subject	evaluation of the effectiveness of event marketing	ru_RU
dc.subject	promotion	ru_RU
dc.title	Event Marketing as an Effective Tool for Building Long-Term Customer Relationships	ru_RU
dc.type	Articles in international journals and collections	ru_RU