Events role in marketing and communication management

Abstract

This article aims to analyse the importance of the event as an integrated tool in communication and marketing. The literature review stresses the importance of business management as a way to guide a company in order to produce and which has the support of the Marketing to perform the management of the product / service as well as to help communicate. Under the various communication tools the researchers highlight the events as a way to divulge the companies and the brands to their different stakeholders.