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Acts or events? A perspective from the marketing mix

 

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Author: Pulido Polo, Marta
Department: Universidad de Sevilla. Departamento de Comunicación Audiovisual, Publicidad y Literatura
Date: 2018
Published in: IROCAMM : International Review Of Communication And Marketing Mix, 1, 56-66.
Document type: Article
Abstract: La literatura existente en torno a las relaciones píublicas, el ceremonial y el protocolo alterna como sinónimos los términos actos y eventos. A través de una revisión teóricoconceptual, el principal objetivo de este trabajo es demostrar que ambos términos obedecen a realidades diferentes. Los resultados demuestran que, mientras que la organización de actos responde, desde la perspectiva de las relaciones públicas, a las necesidades comunicativas de las organizaciones; los eventos son herramientas que, desde la perspectiva del Mix de Marketing, permiten satisfacer las necesidades económicas, fundamentalmente, de las empresas. The existing public relations, ceremonial and protocol literature alternates the terms acts and events as synonyms. Through a theoretical-conceptual revision, the main objective of this work is to demonstrate that both terms obey different realities. The results show that, while the organization of acts responds, from the perspective of public relations, to the communicative needs of the organizations; Events are tools that, from the perspective of the Marketing Mix, allow meeting, mainly, the economic needs of companies.
Cite: Pulido Polo, M. (2018). Acts or events? A perspective from the marketing mix. IROCAMM : International Review Of Communication And Marketing Mix, 1, 56-66.
Size: 209.0Kb
Format: PDF

URI: https://hdl.handle.net/11441/77235

DOI: 10.12795/IROCAMM.2018.i1.04

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