(AMA) defines marketing as "Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large."

For Preston, it is not necessary that an event is marketed as a thing in itself. Rather, events marketing may be as "a means of marketing things," such as products and services.

Event marketing worldwide

The term "event marketing" became an important part of study in German, American, British,

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