ADAPTATION OF INTERNATIONAL EXPERIENCE OF EVENT MARKETING APPLICATION IN THE PRACTICE OF DOMESTIC ENTERPRISES

Nina A. Krakhmalova, Iryna M. Goncharenko

Abstract


The article presents the research findings on adaptation of international experience of event marketing application in the practice of domestic enterprises. The strengths and weaknesses of using this system are identified. A thorough analysis of event marketing services market in Ukraine is carried out. The algorithm of event marketing implementation to foster domestic business development is presented.


Keywords


event marketing; marketing services; brand positioning; target audience; SWOT analysis; organizational industry.



DOI: https://doi.org/10.30857/2413-0117.2017.6.7

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