Erfolgskontrolle im Event-Marketing. Entwicklung eines Frameworks zur Evaluation von Event-Marketing Maßnahmen

Proving the value contribution of event marketing still challenges advertisers today. Despite growing budgets and increasing professionalism, there is a lack of practical methods for comprehensive evaluation. As the present study shows, there are numerous research approaches and studies that deal with the fundamental topic of event marketing impact. However, so far it has not been achieved to make these findings usable for concrete evaluation approaches. Within the scope of the present work, methods are being developed that allow a comprehensive evaluation of the success of event marketing. To this end, the overarching research question "How can the success of event marketing be made visible?" will be answered. For this purpose, a broad spectrum of knowledge was included in the study by analysing existing research and conducting interviews with experts. By linking these knowledge resources, new approaches were developed and a framework was created which allows a comprehensive evaluation of success.