In general literature review means to explain and analyse investigation that has been conducted and studied that have been published on the research topic. Not only should relevant literature be summarized, but it should be reviewed critically in order to detect areas for further research.
Since this project is aimed at the investigation on event management in emerging market, the discussion of different research topics is necessary. The topic that will be covered are: the concept of Integrated Marketing Communication, Marketing Communication vehicals and objectives, event marketing as part of Marketing Communication, the organization of and critical factors in event Management institutional voids in emerging markets, and strategies for companies operating in emerging markets.
Event management involves studying the intricacies of the brand, identifying the target audience, devising the event concept, planning the logistics and coordinating the technical aspects before actually executing the modalities of the proposed event. Post-event analysis and ensuring a return on investment have become significant drivers for the event industry.
Event management has emerged over the past decade as a dynamic sector of the tourism and leisure industries. The number, diversity and popularity of events has also grown throughout this period.
As the number of events increase, there is a growing realization about the continuing need to develop event management professionals who are able to create, organize and manage events. Although many events are successfully crewed by volunteers, increasing competition to secure major events is giving greater impetus for the need to create more fully professionalized events.