Abstract
The overall objective of this study was to analyze the event as a marketing strategy in a commercial center. As specific objectives, we seek to understand events as a marketing strategy using case study and bibliography review to identify the communication and marketing tools organizers use and to find out the practical procedures used by organizers. People wonder in which ways marketing managers use events as a strategy to reach the public. This research has a qualitative, exploratory approach and the technique used was a case study, in which an interview was conducted with open semi-structured dissertative questions. The analysis provided the perception of the importance of events as an effective marketing tool, in which the consumer's emotional, sensory, and sentimental stimulus can influence the consumption practice.
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