The Clients of Special Events and specific Marketing Communication
Abstract
In order for a company to perform well, nothing is to be left to chance. Managers fulfill a great variety of tasks very fast, which determines the necessity for marketing managers to not only be well documented, but also inspired in selecting the appropriate communication strategies that correspond to the special events that are being organized.
Countless studies show that receivers (consumers) prefer certain communication channels, and that those transmitting the messages have their own channel preferences (Rice et. all., 1998). Therefore, the efficiency of marketing communication relies on the transmitter (marketing manager) identifying and choosing the specific communication channels that the receiver (consumer) prefers. Under these terms and conditions, the challenge consists in identifying the correct channels preferred by the clients that are aimed at organizing special events.
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