“Corporate event marketing methods need to be innovative and inventive to keep current with the new realities of the landscape our clients compete in.”
Josh McCall, CEO, Jack Morton Worldwide (Born 1960)
When you have completed this chapter, you will be able to
Corporations are of such social and economic significance that their utilization of events requires particular focus. Whether as originators or participants in events, corporations, public and private, are intrinsically linked to the production and delivery of a wide variety of event types. Here, we will stress the distinction between the role of events for internal and external marketing strategies. We will examine the changing role of events within the corporate world with respect to the changing paradigms as means of workforce integration, communication, and motivation, as well as the challenges facing incentive travel event marketing. Alternately, corporate events are a growing aspect of corporations' external strategic marketing ...