Event marketing as a strategy to strengthen the positioning of a corporate event management company
Keywords:
Event marketing, brand positioning, corporate eventsAbstract
The study investigated the problem of the low positioning of emerging companies that organize corporate events in Guayaquil, characterized by their limited visibility and poorly differentiated value proposition. Therefore, its purpose was to design event marketing strategies to strengthen their positioning in this market. A quantitative approach with a qualitative component was adopted, applying a questionnaire to 153 representatives of small, medium, and large companies. The results revealed a very high positive correlation between event marketing and positioning (r=0.933; p<0.05), explaining 87.1% of its variability. It was concluded that the strategic implementation of event marketing, through 360° communication, innovation, and value storytelling, allows these organizations to project a differentiated proposition and consolidate sustainable positioning.
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