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Integrating exhibit marketing into integrated
marketing communications
Dennis A. Pitta, Margit Weisgal and Peter Lynagh
Merrick School of Business, University of Baltimore, Baltimore, Maryland, USA
Abstract
Purpose – The purpose of this paper is to explore developments in the field of integrated marketing communication and the changing relevance of its
component processes that have implications for marketing managers.
Design/methodology/approach – The paper integrates concepts including a range of recently published (1993-2005) theoretical works, practitioner
developments in practice and industry studies.
Findings – The paper provides information and action approaches to marketing communicators that may increase the success of their promotional
efforts. In addition, the paper provides a useful perspective in the proper use and applications of event marketing. It outlines the benefits of adopting
event-marketing techniques and offers practical suggestions for maximizing their value in the promotion process.
Research limitations/implications – The theoretical concepts that form the foundation of the paper appear to have a significant application to the
integrated marketing communications. Some, but not all, have been tested empirically.
Practical implications – This study allows marketing managers to reformulate their marketing communications mix to achieve a more successful
promotional process.
Originality/value – This paper describes current trends in event marketing, explores the elements of event marketing and repositions them into an
enhanced integrated marketing communications framework. It offers the potential of improving the success of the promotion of products and services
in practice, resulting in increasing effectiveness. Moreover, it provides a strategic perspective that is necessary for an effective integrated marketing
commu
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