Acts or events? A perspective from the marketing mix

Abstract

The existing public relations, ceremonial and protocol literature alternates the terms acts and events as synonyms. Through a theoretical-conceptual revision, the main objective of this work is to demonstrate that both terms obey different realities. The results show that, while the organization of acts responds, from the perspective of public relations, to the communicative needs of the organizations; Events are tools that, from the perspective of the Marketing Mix, allow meeting, mainly, the economic needs of companies.