Title Efficiency of event usage for the increase in competitiveness of companies /
Translation of Title Įvykių panaudojimo įmonių konkurencingumui didinti efektyvumas.
Authors Navickas, Valentinas ; Malakauskaitė, Asta
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Is Part of Engineering economics = Inžinerinė ekonomika.. Kaunas : Technologija. 2007, no. 2(52), p. 91-97.. ISSN 1392-2785. eISSN 2029-5839
Keywords [eng] competitiveness of companies ; efficiency of event ; event
Abstract [eng] The study investigates the efficiency of event usage for increase in competitiveness of companies. During the recent years there has been an increase in usage of events and other interactive forms of communication. Interactive communication is a response to the chal-lenges of the mass application era. Interactive commu-nication tools manifest a unique capability to influence a potential customer under dynamic conditions of the global economy. These tools enable companies to per-sonalize customer experiences while they are learning about new goods and services, to identify similar situa-tions and apply the experience that was gained before. Thus personalized presentation of goods and services reach millions of potential customers. Global changes in marketing communication strategy have formed the necessity to look for optimal methods and their combi-nations in order to evaluate the use of events for com-panies. It is really difficult to evaluate interactive com-munication tools because they include not only tangible (quantitative, measurable), but also intangible (qualita-tive, immeasurable) components. The aim of the study was to analyze the efficiency of event usage for increase in competitiveness of companies. [...].
Published Kaunas : Technologija
Type Journal article
Language English
Publication date 2007
CC license CC license description