Zusammenfassung
Against the backdrop of a generally increasing orientation towards exceptional customer experiences across businesses (cf. Pine/Gilmore 1999), marketing events have become an integral part of effective marketing communications. According to recent sector research, companies’ budgets for Live Communication have constantly risen in past years, and further growth at rates between 4 % and 5 % is expected depending on the European country one look at (cf. LiveCom Alliance 2019). Beside a change in ways how companies address customers, this growth goes along with new developments and challenges faced by the event industry. Issues such as business ethics, social and environmental responsibility, risk management (cf. Reid/Ritchie 2011, p. 331), agile project management practices and digital communication (cf. Gyimóthy/Larson 2015) are examples for some novel trends in the event management industry. In this context, a growing understanding for not only considering the financial dimension of business success, but also taking a non-financial dimension into account becomes increasingly obvious.
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© 2019 Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature
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Kießig, A., Hädecke, K. (2019). Erasmus+ Project „DiMenSion“. In: Zanger, C. (eds) Eventforschung. Markenkommunikation und Beziehungsmarketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-27652-2_14
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DOI: https://doi.org/10.1007/978-3-658-27652-2_14
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