Dolgova I.V.Published in:
Journal of Economics, Entrepreneurship and Law
– Volume 8, Number 2 (April-June 2018)

JEL classification: L83, M31, Z33

Keywords: brand, event marketing, event tourism, marketing experience, marketing of territories, resort areas


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Abstract:

The article considers the essence of the concept and the main ideas of marketing impressions. The ideas about the transformation of the marketing complex 4P in relation to this area are summarized. The relationship of brand experience and brand, the ability of the brand to create impressions is presented. The foreign and Russian experience in the use of experience marketing tools, event tourism and event marketing, to promote the territory is analyzed. The activities of marketing impressions to promote the brand of the resort area are suggested.

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