Like any other organisation, event management firms are coming up in India. They offer their clients services for organising corporate events. A marketing manager must be aware of event management as a tool of corporate publicity.
Event management is not like advertising. Cathexis Pivotal, a Bhuvaneshwar based event management firm, differentiates between advertising and event management. In advertising, we do not know what the customers feel about the publicity package and the product at large. But, in event management there is a greater scope for immediate feedback.
Generally, a marketing firm organises corporate events to build up a corporate image and public goodwill. When a marketing manager does not have expertise in organising a corporate event, he may appoint a free-lancer, temporarily, to organise corporate events.
We now understand that marketing is essentially concerned with exchange and trade. Exchange has existed ever since mankind came into existence. The early process of exchange resulted in the setting up of village markets.
Later, markets emerged in cities and towns to facilitate trading as a result of industrialisation. The advancement in science and technology, in later days, has manipulated the whole process of exchange and made it a complex system to manage.