Event marketing

В статье автор проводит анализ российского рынка создания специальных событий и организации специальных мероприятий на примере такого инструмента событийного маркетинга, как корпоративные мероприятия. Определяет их место и возможности в системе построения эффективного внутреннего маркетинга и формирования корпоративных ценностей компании, наряду с эффективной системой внутренней коммуникационной политики, направленной на повышение эффективности общей маркетинговой деятельности и работы компании в целом. Автор приводит классификацию корпоративных мероприятий на основе исследования проведенного Консалтинговой компанией «АМИКО» и дополняет данную классификацию на основе собственных эмпирических данных и практического опыта организации корпоративных мероприятий.

Festive events are increasing in cities because the city authorities exploit them to increase the tourist attractiveness of cities and in order to capture the competitive flow of a urban economy more and more symbolic and based on the presence of consumers. The organization of festive events is a strategy of urban marketing based on a scenogaphy of the city that stress local social life and urbanity by stimulating the festive gathering. They influence the conditions of living together in public places because they transformed them. As a tool of temporary urbanism, festive events shape a particular urbanity that will be analysed as a combination between political production and social appropriation through three events in Paris, Brussels and Montreal. The festive sociality is a co-production between a controlled and standardized model of society and a social construction of a temporary way to be together in the city.

Les événements festifs se multiplient dans les villes. Pris en main par les autorités urbaines, ils sont instrumentalisés pour augmenter l’attractivité touristique des villes. Plus largement, ils participent d’un marketing urbain pour capter les flux concurrentiels dans le cadre d’une transformation des économies urbaines, davantage immatérielles et présentielles. Cette stratégie événementielle est basée sur une mise en scène de la ville qui travaille et médiatise l’urbanité locale par le rassemblement. Compris comme des dispositifs d’aménagement temporaire, ils influencent les modalités du vivre-ensemble dans les lieux publics. Ils participent de l’émergence d’une urbanité événementielle qu’il s’agira d’explorer à travers l’analyse des modalités de production politique et d’appropriation sociale de trois événements à Paris, Bruxelles et Montréal. L’urbanité événementielle est une coproduction dynamique entre un modèle de rassemblement maîtrisé et normalisé et la construction sociale d’un vivre-ensemble temporaire.

Książka prezentuje nowoczesne podejście do wykorzystania eventu jako narzędzia komunikacji marketingowej.

Publikacja zawiera:

- teorię marketingu i komunikacji marketingowej,

- klasyfikację narzędzi nowoczesnej Zintegrowanej Komunikacji Marketingowej,

- szeroki przegląd zagranicznych i polskich definicji event marketingu,

- charakterystykę cech eventu jako narzędzia komunikacji firm z konsumentami,

- wskaźniki do pomiaru skuteczności i efektywności działań z wykorzystaniem eventów,

- zarys historii event marketingu w Polsce i na świecie,

- opis struktury branży eventowej w Polsce,

- wypowiedzi niemal 40 praktyków - uznanych ekspertów z obszaru marketingu, mediów i branży eventowe

Events are becoming more complex as their range of functions grows, as meeting places, creative spaces, economic catalysts, social drivers, community builders, image makers, business forums and network nodes. Effective design can produce more successful business models that can help to sustain cultural and sporting activities even in difficult economic times. This process requires creative imagination, and a design methodology or in other words ‘imagineering’.

This book brings together a wide range of international experts in the fields of events, design and imagineering to examine the event design process. It explores the entire event experience from conception and production to consumption and co-creation. By doing so it offers insight into effective strategies for coping with the shift in value creation away from transactional economic value towards social and relational value which benefit a range of stakeholders from the community to policy makers. Mega-events, small community events, business events and festivals in eight different countries are examined providing an international view of social issues in event design.

A wide selection of current research perspectives is employed, integrating both theoretical and applied contributions. The multidisciplinary nature of the material means that it will appeal to a broad academic audience, such as art and design, cultural studies, tourism, events studies, sociology and hospitality.

▶ The book presents the role of festivals in relation to the urban spaces
▶ Provides the overview of the origins, history, and the main factors of
festival development
▶ Presents the case study of the city of Lodz, Poland
▶ Provides a model for studying the role of festivals in the
development of the city space
▶ Multidisciplinary work, intended for a wider audience
▶ Comprehensive and multifaceted publication, which covers both
theoretical and practical issues regarding festival studies
This is a multi-disciplinary scientific monograph referring to urban geography, urban
regions management, event studies, tourism geography, cultural anthropology and
sociology. It covers issues which are typically related to the most popular type of
events: festivals. This book studies the origins, history, and the main factors of festival
development, as well as the concept of a festival in the context of various scientific
disciplines. It presents the existing festival typologies as well as the author's own
comprehensive typology. The theoretical part concerns the basic research methods and
approaches used in the analysis of these events, as well as their impacts on the urban
space in the physical (festival facilities), social (a place where people may pursue their
interests, meet with family and friends) and cultural aspect. The economic aspect of
festivals (generating jobs and income from tourism, using festivals for city branding,
etc.) is also discussed. The book presents practical examples in sub-chapters, references
to literature (further reading) and the case study of the influence of festivals on urban
space management and urban development, using the example of Łódź – a Polish postsocialist
city. It may also be treated as a supplementary course book for students of urban
geography, urban regions management, tourism, event management and, to a certain
extent, anthropology of culture and sociology. 

Malaysia’s bid to host the 1998 Commonwealth Games on one level represented a highly visible component of the Malaysian government’s publicly articulated attempts to unify a nation, but meanwhile, a very different macro-political game was underway: one to give voice to those nations in the Commonwealth from the developing world, and to revitalise the Commonwealth itself. This study maps a journey that culminated in Kuala Lumpur being chosen to host the XVI Commonwealth Games, a decision not coincidentally predated by the failure of New Delhi to win the rights to the 1994 Commonwealth Games.

В статті розглянуто роль інструментів подієвого маркетингу (event marketing) в процесах формування та розвитку привабливості регіону та окремих сфер регіональної економіки. Акценто-вано увагу на відсутності концептуального обґрунтування подієвого маркетингу та на дилетантсь-кому підході до застосування його технологій на регіональному рівні. Визначено суть, мету та за-вдання подієвого маркетингу, які повинні орієнтуватися на встановлення довготривалих повторю-ваних контактів з цільовими аудиторіями. Розглянуто категорію «знакові регіональні події», які виступають як інструмент регіональної політики привабливості та елемент стратегій просування регіону загалом та індустрії гостинності, зокрема. Узагальнено європейський досвід проведення гастрономічних / продуктових фестивалів і зроблено висновок, що вони заслуговують на особливу увагу в програмах просування привабливості індустрії гостинності та туристичного бізнесу тери-торії. Розглянуто досвід Чернівецької області щодо організації знакових регіональних подій та їх вплив на розвиток індустрії гостинності. Зроблено висновок, що для успішного просування регіона-льного туристичного продукту на цільовий ринок гравці готельного, ресторанного, туристичного ринку Буковини (в його українській та румунській складовій) повинні створювати ексклюзивний ту-ристичний продукт та просувати його на внутрішні та зовнішні ринки. Ключові слова: подієвий маркетинг, event marketing, спеціальні події, знакові регіональні події, привабливість регіону, індустрія гостинності, програми просування, гастрономічні фестивалі. Політика просування привабливості індустрії гостинності регіону, окрім базових комунікацій-них засобів, все більше орієнтується на використання інтегрованих маркетингових комунікацій: поді-євий маркетинг (event marketing), спонсоринг та меценатство. Особливу увагу сьогодні приділяють event-маркетингу, інструменти якого можуть перетворити різноманітні події та свята в іміджоутво-рюючі чинники (позитивні чи негативні) територій. Практично всі міста і регіони займаються подіє-вим маркетингом, але в світі існують міста і навіть держави (Монако), які спеціалізуються і живуть за рахунок доходів від подієвої економіки, за рахунок туристів, які не скупляться під час відпустки або ділової поїздки. Безперечно, ефективною маркетинговою технологією просування інвестиційної, а з нею разом і бізнесової та туристичної привабливостей є організація мегаподій. Уряди різних країн підтримують і включають події в частину своєї стратегії економічного розвитку, державного будівництва і як інстру-мент маркетингу та брендингу територій. Організація та проведення масштабних подій стають не-від'ємними елементами стратегій економічного розвитку територій, оскільки дають можливість модер-нізувати інфраструктуру, системно просувати країну, регіон, місто на світовому та національному рівні, формувати поселенську, туристичну, інвестиційну, бізнесову та стейкхолдерську привабливість.

This paper presents an initial exploration of methods used in researching experience. Using techniques developed in subjective well-being and ‘happiness studies. The author presents a discussion of the applicability of these and related methods for understanding and evaluating the effects on attitude and behaviour of attendance and/or participation in experiential
marketing events. The concept of ‘experience’ is initially discussed and set within the context of marketing events designed to create a specific type of experience for the attendee. The main tools for researching experiences over a time period are then overviewed with the focus on the ‘experience sampling method’ (ESM) (Cziksentmihalyi) and the ‘day reconstruction
method’ (DRM) (Kahneman et al). These methods are critiqued in terms of their usefulness and practicality as research tools in the study of the effectiveness of marketing events. The paper concludes that an adaptation of these methods has the potential to provide much needed reliable and generalisable data on the feelings and emotional reactions triggered by different elements of en event. An obstacle yet to be overcome is then using this data to predict attitudinal and behavioural change related to brand communication goals. However, studies in other areas have shown that emotional response can be a significant indicator of future behaviour suggesting that the potential is there.
The further development and trial of these methods will lead to better understanding of the audience/participant’s experience and therefore provide marketers with a tool to evaluate these experiences. As such tools become more widely applied an understanding of how to affect/manipulate the experience can be developed with implications for event design, the use
of events as marketing communication tools and for social marketing purposes.

The research presents a critical evaluation of the current methods
used to measure the effectiveness of experiential marketing techniques.
The article begins by reviewing the literature relating to
event and experiential marketing and existing appropriate evaluation
techniques. Secondary research is then used to highlight
specific tools and methods currently being used in the experiential
marketing industry. This secondary research is explored further
through interviews with four experienced providers of marketing
events. The findings indicate that current methods do not appear
to be comprehensive or reliable due largely to the intangibility of
the event experience. Based on these findings a framework is developed
to guide future research, both academic and practitioner,
into measuring the effectiveness of experiential marketing events.

Günümüzde insan sağlığına zararlı olabilecek tüketim maddelerinin tanıtımının kısıtlanması veya engellenmesine dair genel bir trend mevcut. Dünyanın dört bir yanındaki birçok ülke, bu adımı önce tütün mamulleri, sonra da alkollü içeceklere dair atıyor. Pazarlamacıların yıllardır iki defa düşünmeden gönül rahatlığıyla kullanabildiği mecralar, artık birçok ülkede farklı çaplardaki kısıt ve engellere tabi. Bu gibi koşullarda ürünlerini satmak isteyen markaların, ne gibi stratejiler çerçevesinde, hangi mecralarda, ne tür yöntemler kullanarak ürünlerini nihai tüketicinin dikkatine sundukları, kendilerini nasıl gündemde tuttukları bir araştırma konusu olarak ortaya çıkıyor.

Bilgi Üniversitesi "Interactive Marketing" bitirme projesi olarak kaleme aldığım makalede, “dark marketing” diye adlandırılan kanunen kısıtlamaların yer aldığı piyasa şartlarında yapılan pazarlama iletişiminin izini sürüyorum. Konunun anlaşılması açısından farklı sektörlerdeki ürünlerin “dark” pazarlamasına dair örnekler sunuyorum ancak özellikle alkollü içecek sektörünün dünyadaki ve Türkiye’deki pazarlama iletişim çalışmalarına odaklanıyorum. Makalemin sonunda ise marketing’in yakın bir gelecekte nerelere gidebileceğine dair bir vizyon sunuyorum.

We współczesnej gospodarce światowej zachodzą zmiany strukturalne, jak i rynkowe, wynikające z długofalowych trendów ekonomicznych i zjawisk społecznych, które oddziaływają także na rynki lokalne. Trendy te należy identyfikować i uwzględniać w zarządzaniu przedsiębiorstwem jak i destynacją. Tendencjom globalizacji towarzyszą procesy adaptacji do warunków lokalnych. Dla rozwoju zarządzania turystyką biznesową duże znaczenie ma coraz większy popyt na spotkania biznesowe i związana z tym możliwość (konieczność) tworzenia warunków materialnych (infrastruktura techniczna, komunikacyjna, obiekty spotkań), organizacyjnych (struktury organizacyjne dla koordynacji przepływu informacji, lokalne convention bureau) i aktywnych działań promocyjnych dla przyciągania spotkań biznesowych do destynacji. Wymaga to szerokiego spojrzenia na rynek turystyki biznesowej (identyfikacji czynników rozwoju, uwzględnienia także specyfiki przedmiotu transakcji) i analizy zachowań występujących na nim podmiotów (zarówno po stronie popytowej, jak i podażowej). W opracowaniu niniejszym dokonano wskazania kluczowych obszarów decyzyjnych, a także identyfikacji specyfiki zarządzania produktem turystyka biznesowa na instytucjonalnym rynku spotkań biznesowych. Określono także czynniki wpływające na decyzje zarządcze podejmowane przez menadżerów przedsiębiorstw turystycznych, jak i administracje regionów, do których kierowany jest ruch turystyki biznesowej w świetle zachodzących zmian w gospodarce światowej.

Experiences are becoming increasingly important in events and festivals, which are prime manifestations of the experience economy. However, research on event experiences has generally been concerned with economic impacts and visitor motivations (Gursoy, Kim, & Uysal, 2004). Few studies have attempted to operationalize and quantitatively analyze experiences, and there is no consensual definition regarding the essence of experiences (Walls, Okumus, Wang, & Kwun, 2011). This article develops an Event Experience Scale (EES), for event experiences. In this exploratory study the item generation and selection for this scale are presented in three phases: specifying the domain of construct and generation of items, item selection, and scale purification. An 18-item scale, comprised of 4 dimensions: affective engagement, cognitive engagement, physical engagement and experiencing newness, with satisfactory values for Cronbach’s alphas (.83, .86, .86, and .87), emerged. Implications for theoretical and practical research are discussed.

• Purpose This paper examines developments in the use of events by places from a predominantly place branding role based on image and economic impacts towards a broader placemaking approach aimed at holistic improvements in place quality. • Design/methodology/approach The research is based on a single case study approach, with the Dutch city of 's-Hertogenbosch (Den Bosch) as the focus. Data sources include resident surveys, depth interviews and analysis of policy documents. • Findings The Den Bosch case illustrates the emergence of a more holistic approach to the use of events as a placemaking tool. The city shifted from an ad hoc events policy to the development of a multi-annual programme designed to produce economic, image, social cultural and network effects. This approach seems to have been successful in stimulating visitation, increasing visitor spend and raising the international profile of the city. At the same time, the city has developed many activities designed to mobilise local stakeholder groups and increase social cohesion, which provide essential support for the necessary investment. • Research limitations/implications There are indications that sustaining such a programme over the longer term is difficult in the face of political and economic change. Adoption of a holistic approach also requires the mobilisation of a wide range of stakeholders. • Social implications The Den Bosch programme helped to increase social cohesion in the city by involving residents and local cultural groups in different projects. However, this required a differentiated approach based on the needs of each group. • Originality/value

Abstract— Malaysia intends to become a popular destination for international MICE event. Thus, it is crucial to determine the Critical Success Factors (CSFs) in organizing the MICE event. This study is to identify the CSFs of MICE events. This study adopted a two-round of Delphi technique questionnaire survey. In Delphi survey, 15 MICE event managers in Kuala Lumpur took part in the survey. The first-round of the survey was to determine the factors’ level of significance while the second-round was to confirm the result of the first-round survey. This study found six (6) CSFs responsible for making MICE event a success. Those factors are Clear Objectives, Location of Venue, Financial Resources, Code of Conduct, Marketing and Promotion and lastly, Sponsorship of Event. It is expected that with this findings the MICE event managers can improve and making organizing their event more efficient.

Keywords: critical success factors; MICE events; meetings; incentives; conventions; exhibitions; event management

Pałasz, M., 2015. Wydarzenia na Facebooku krok po kroku. W K. Rojek, red. Media społecznościowe w instytucji kultury. Gdańsk: Instytut Kultury Miejskiej, ss. 9–24.

Instytucje kultury funkcjonują w dużej mierze od wydarzenia do wydarzenia, na zasadzie eventowej – tak widzą je odbiorcy. Wy- darzenia na Facebooku są tymczasem jednym z najbardziej niedocenianych przez te instytucje narzędzi – i choć są wykorzystywane, to najczęściej nieumiejętnie.

Artykuł ten ma w znacznym stopniu wymiar techniczny, uzupełnia jednak lukę w polskiej literaturze. Wnikliwa lektura tekstu pozwoli na zapoznanie się z możliwościami i ograniczeniami dotyczącymi zastosowania wydarzeń na Facebooku w marketingu kultury.

Experiences are becoming increasingly important in events and festivals, which are prime manifestations of the experience economy. However, research on event experiences has generally been concerned with economic impacts and visitor motivations (Gursoy, Kim, & Uysal, 2004). Few studies have attempted to operationalize and quantitatively analyze experiences, and there is no consensual definition regarding the essence of experiences (Walls, Okumus, Wang, & Kwun, 2011). This article develops an Event Experience Scale (EES), for event experiences. In this exploratory study the item generation and selection for this scale are presented in three phases: specifying the domain of construct and generation of items, item selection, and scale purification. An 18-item scale, comprised of 4 dimensions: affective engagement, cognitive engagement, physical engagement and experiencing newness, with satisfactory values for Cronbach’s alphas (.83, .86, .86, and .87), emerged. Implications for theoretical and practical research are discussed.

Special events such as the Cape Town Good Food and Wine Show (CTGFWS), now in its 16 th year, can be regarded as a mature event according the product life cycle (PLC). Whilst operating in a mature market, the PLC suggests that event marketers should consider adapting target markets, continuously rejuvenate the event offering and modify the marketing mix to ensure future sustainability. As this study determines the motives and visitors " satisfaction of the CTGFWS, it can enable marketing of the event accordingly. A spatially-based systematic purposive sampling approach was used to survey 316 visitors to the CTGFWS. The results indicated the five most important visitor motives were a mix of physiological motives which included wine tasting (which was found to be the main motive), to enjoy the food, to relax and enjoy a different environment (escape), to spend time with family and friends as well as to see the live shows by celebrity chefs. Furthermore, the majority of visitors were satisfied with many aspects of the event and almost two thirds had all of their expectations met. However, visitors to the event were also less satisfied with some aspects such as information about the event, the annual improvement of the event and signage in and around the venue, amongst others. It is recommended that these aspects be considered as part of the marketing strategies to rejuvenate the event in order to sustain interest and satisfaction in a mature event.

Cities around the world are increasingly using events as a tool to generate a wide range of effects, including image enhancement, income generation and social cohesion. However, the use of events as an urban policy tool is hampered by the fact that events themselves also have their own objectives, such as making a profit or advancing the agenda of national and international organisations. In some cases the objectives of the events and the city may coincide, but in other cases they may not. For cities, therefore, there is a growing challenge in coordinating their events programme in order to maximise the benefits for the city as a whole, while also supporting individual events. Many cities have already developed specific events policies and support mechanisms, but these tend to treat events as individual occurrences, rather than as an integral part of the urban ecology. Richards and Palmer (2010) have argued that the ‘eventful city’ needs to take a strategic, holistic view of its events portfolio, in order to move from being a city full of events to developing ‘eventfulness’. This paper considers how some cities are developing more holistic approaches to event policy and eventfulness. In reviewing the events policies of cities worldwide, it identifies three emerging policy models: Event-centric policy, Sector-centric policy and Network-centric policy. The paper further considers the implications of these different models for events and events policies in cities.

"For a long time, the accumulation of functions and geographic centrality explained the attractiveness of city centres. Today, this attractiveness is declining due to the dispersion of these functions and increased mobility. In this context, making cities livelier, as a sign of their urban character, has become a new challenge in the competition between urban centres. Festival events, by their ability to attract people, have become an instrument of urban policy: they give symbolic value to space and represent a practical reworking of the principles of functional urbanism defined in the 1970s. Urban development policy, renewed on the basis of festive symbolism, aims to give city centres appropriate spatial and temporal structures to become potentially more attractive.

Pendant longtemps, la centralité géographique et l’accumulation de fonctions ont expliqué la forte fréquentation des centres villes. Aujourd’hui, la dispersion de ces fonctions et l’augmentation des mobilités affaiblissent leur unicité. C’est alors l’animation des villes, en tant que signal de l’urbanité, qui devient le nouvel enjeu de la concurrence urbaine. La fête, par son pouvoir de rassemblement, devient ainsi un outil de politique urbaine : en valorisant symboliquement les territoires et en retravaillant pratiquement les principes de l’urbanisme fonctionnel des années 1970. Renouvelée autour de la symbolique festive, l’action urbaine met en scène l’espace et le temps des centres villes pour proposer des « supports d’usage » en attente d’être validés par la pratique collective."

This conceptual paper argues for a broader view of the role of events in social systems. When analysed as social phenomena, events can be seen as social actors that have the potential to both sustain and transform social systems. The maintenance of social systems is often reliant on iterative events, regularly occurring celebrations that tend to confirm social structures. In contrast, pulsar events have the potential to transform social structures. In this sense events can be seen as actors that have important influences on social systems, particularly in linking localised small world networks with the global space of flows. These ideas are explored through the case of Barcelona, which illustrates the interplay between these different types of events in their total portfolio, and how the extension of ritual in the sense of Collins (2004) can also contribute to the generation of new relationships and practices in the contemporary network society.  Barcelona is examined as an eventful city in which the alternation of continuity through iterative events and change through pulsar events contributes to increasing the network effects of events.

This thesis explores revisit intention for a cultural activity in Rotterdam, Netherlands. My study will analyse a cultural event which helps to promote museums, by focusing on key variables influencing consumers’ intention to revisit the museums. This event will be used as the basis for addressing my research question. This empirical study will help to build on research into the benefits of cultural activities on consumer activities.
The research question will be answered using data collected from visitors to Rotterdamse Museumnacht. Place marketing theory and segmentation will be used to derive factors that influence overall revisit intention. SPSS will be utilised to test the conceptual model that explains this relationship.

This study will also research consumer satisfaction in a museum context and whether satisfaction has a positive effect on consumer’s intention to revisit a cultural event the following year. The hypothesis is that intention to revisit is affected by the level of consumer satisfaction for the program. This thesis also assesses whether segments based on consumer preference segments exist. The data collection and analysis will analyse whether consumer segments have various tendencies towards their intention to revisit. 

The first hypothesis (H1) studies consumer satisfaction from Rotterdamse Museumnacht significantly influences intention to revisit the event.  The second hypothesis (H2) studies previous Rotterdamse Museumnacht visitors are significantly more willing to revisit Rotterdamse Museumnacht. The third hypothesis (H3) predicts the city of Rotterdam has a significant influence on the consumer’s intention to revisit. A segmentation analysis based on consumer interests will find whether sub-groups attend the Rotterdamse Museumnacht program. This will be conducted according to a process that is based on the consumer’s interests of the program.

This thesis will aim to provide an empirical support to enhance the management performance of Rotterdamse Museumnacht. This will be done by determining factors influencing consumer’s intention to revisit their program. In addition, this empirical research is theoretically interesting as this paper can serve as an academic relevance for marketers expressing interest in promoting Rotterdamse Museumnacht.

Este trabalho trata do processo de criação da identidade visual de um evento de música pop sul-coreana voltado para o público adolescente e jovem, chamado NOLJA.

Aborda também a conceituação baseada na particularidade deste público e do segmento musical que tem pouca divulgação no Brasil na grande mídia e ainda assim encontra aqui um mercado fiel. Além de pesquisar a respeito das características do gênero musical que produz essa aproximação entre culturas completamente distintas.

O objetivo deste trabalho é desenvolver a identidade visual do evento utilizando a mesma premissa: unindo as formas do alfabeto coreano com a tipografia latina e suas aplicações nos produtos pertinentes. Como contribuição, espera-se que este trabalho auxilie na divulgação do segmento de mercado do setor audiovisual, ainda pouco explorado.

O reconhecimento desta lacuna de mercado e a busca da sua representação gráfica que contemple as necessidades de duas culturas diferentes compõem o cerne deste projeto.

Palavras-chave: Design Gráfico, Identidade Visual, K-Pop, música, evento, show, cultura, entretenimento, hibridismo, transnacionalidade, hangul, tipografia, Coreia do Sul.

This paper is about the process of creation of a visual identity of a fictional South Korean pop music event targeting the teen and young adult market. This event is called NOLJA.
It is also about the conceptualization of such project based on peculiarity of this public and musical segment which has not a large space on Brazillian mass media and still finds a way to conqueer a faithfull market. Besides, this paper shows a research on caracteristics of this musical genre that may have produced an approach between completely distinct cultures.
The objective of this work is to develop a visual identity of the event using the same premise: uniting Korean alphabet forms with latin typography ans its aplications on related products. As a contribuition, I hope this project helps propagating this audiovisual segment yet to be explored.
The acknowledge of this gap in the market and the search for a graphical representation that combines the needs of both cultures is the heart of this project.

Keywords: Graphic Design, Visual Identity, K-Pop, music, event, show, culture, entertainment, hybridism, transnationanity, hangul, typography, South Korea.

Marques, L. and Richards, G. (2015) Bidding for Success? Impacts of the European Capital of Culture bid. Scandinavian Journal of Tourism and Hospitality. http://dx.doi.org/10.1080/15022250.2015.1118407

The increasingly multi-faceted nature of event impacts makes them even more attractive as a potential solution to a range of urban and regional problems. As a result, competition to stage major cultural and sporting events is intensifying, and the cost of bidding is also rising. Given that such bidding processes only produce one winner, this means that a growing number of disappointed cities have to justify the costs of bidding for major events. In this context we analyse the bidding process for the European Capital of Culture in the Netherlands (2018) and its impacts on local social structures. In particular the article focuses on the less tangible, non-economic effects of bidding for events, establishing a framework based on network formation, public support for the bidding process and social cohesion. The conclusions point to the key role of sociality and networking for events, which should therefore be developed throughout the bidding process for successful impacts, either the event is won or not.

"MARKET is the official journal of CROMAR (Croatian marketing association) and the Faculty of Economics & Business – Zagreb, Marketing Department. The first issue was published in 1989 and between then and 2005, it was exclusively the official CROMAR journal. The Faculty of Economics and Business – Zagreb, Marketing Department joined as a co-publisher in 2006. The journal has been published twice a year in continuity. MARKET is following development trends of the marketing science and its practical application. It publishes papers on any topic in the field of marketing. Any interdisciplinary papers (whose topics have to include marketing) are also welcome.

Market is indexed in following international secondary publications and information databases:

Central and Eastern European Online Library - C.E.E.O.L.
DOAJ
EBSCO Publishing
Hrčak
ProQuest ABI/INFORM
RePEc
SCOPUS

The table of contents of "Tržište/Market" journal is published on the ELMAR (American Marketing Association) academic resource portal.

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Triathlon organisers should focus on segmenting participants according to different age groups. Age was found to be a significant factor in commitment, motivational and loyalty levels in reviewed research material. The purpose of this research is therefore to categorise triathletes participating in the only Ironman event held on the African continent, the Ironman South Africa, based on their age. Ironman South Africa will resultantly gain continued participation from different age groups of triathletes and sustain the event in a competitive sport tourism industry. Self-administered questionnaires were distributed during the 2013 registration for Spec-Savers Ironman South Africa where 425 questionnaires were administered. Respondents were divided into four age categories and labelled according to their level of experience in the sport: <= 30 years (Young triathletes), 31-40 years (Adept triathletes), 41-50 years (Mature triathletes) and 51+ years (Senior triathletes). These four clusters differ significantly statistically and practically, in terms of their spending behaviour, their sport participation behaviour and their motives for competing. The results showed that age, as a segmentation variable, is a successful way to categorise triathletes, as different age groups typify distinctive segments, each with different sport and spending behaviour and participation motives. In addition to sustaining Ironman South Africa, these findings can be used to expand the event in the future as well as the sport in general.