The necessary elements of event marketing company in Thailand.

Abstract

Nowadays, marketing strategy changes all the time. Traditional marketing has become less effective as customers want to try out products or services, making event marketing business more popular. Therefore, the purpose of this research is to explore what the essential elements of event marketing company in Thai context are, and identify main criteria and sub-criteria for a successful event marketing company. The research employed a qualitative approach. Data was collected from tape recording interviews, conducted with CEO of four event marketing companies in Bangkok. The study revealed that essential elements of event marketing company comprise of entrepreneurial skills, creativity, and management. Creativity is considered as the main key for success in this business.

KEY WORDS: Event marketing company/ Entrepreneurial skills/ Creativity/ Event management/ Business life cycle