Corporate events organized by marketing managers as a promotional tool in influencing customers purchasing decisions in the magazine publishing industry

• Main Authors: Manalansan, Sharmaine Joy O., Ocrisma, Michael John P., Ramos, Albeelyn Yovela H., Tan, Precious C.
• Format: text
• Language: English
• Published: Animo Repository 2012
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/11915
• Institution: De La Salle University

Corporate Events Organized by Marketing Managers as a Promotional Tool in Influencing Customers Purchasing Decisions in the Magazine Publishing Industry is an academic paper discussing corporate events as a method of marketing and the different factors that the top three magazine publishing companies in the Philippines, namely Summit Media Publications, One Mega Group and ABS-CBN Cable Channels and Print Media Group, consider when looking into such method as a promotional tool to affect the customers decision-making. It looks into the external and internal factors that affect the customers purchasing decisions as well as the various marketing methods that companies can use. The aforementioned frameworks are supported by interviews with the marketing managers in each of the companies, and insights from different marketing professors from De La Salle University-Manila. This study is especially important because it looks into the work of the magazine publishing industry, which is not as explored as the other industries present in the country. Marketing managers, entrepreneurs, event organizers, students and the publishing companies can utilize this paper to help them decide whether events will be an effective mode of marketing for them.