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Schmitt, Bernd H. Archives - Ideas for Leaders

Building Brand Equity through Event Marketing

While traditional advertising still commands the lion’s share of the marketing budget, companies continue to look for alternative communication platforms to enhance their brands, including event marketing. How effective is this type of marketing? Researchers Lia Zarantonello of the IÉSEG School of Management in Lille, France, and Bernd Schmitt of Columbia Business School provide some […]

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