Journal of Marketing Management

Marketing Strategies of American and Canadian Event Planners in a Pandemic
Lise Heroux, Mark M. Gultek

Abstract
Marketing of events has always been a focal point of importance for event planners. The aim of this paper is to review what has been happening in marketing of events in relation to Covid-19 pandemic and the necessity of implementing specific measures. Very little research has examined the marketing of events in relation to the impact of a global pandemic. The scope of this study reveals significant differences as well as unique similarities between the United States and Canada in terms of marketing strategies implemented during the pandemic. The main conclusion from the paper is that event planners need to be ready to adjust to such conditions in the years to come as the events industry continues to evolve globally.

Full Text: PDF     DOI: 10.15640/jmm.v9n1a5